Apollo Tyres appoints Capital as creative partner

Apollo Tyres has appointed Capital as its creative partner for its passenger vehicles tyre business.

Back in August 2007, Apollo ended its three-year association with JWT, which had scooped the business, valued at Rs 20 crore in 2004, from  Everest Brand Solutions, which used to handle the entire portfolio for the brand.

Prior to Everest, Publicis was the creative custodian for the brand.

Capital has worked on the brand in the past, when it was involved in the launch of Apollo's two-wheeler tyres almost a decade ago.

Presently, the commercial tyres business vertical of the brand continues to be handled by M&C Saatchi, which won the account in 2007.

The media duties for the brand continue to be handled by MindShare, which had scooped the account in 2004, out of The Media Edge (TME).

Early this year, Apollo went in for an image makeover and adopted a corporate identity after a period of 35 years. The change was initiated to capture the evolution of Apollo Tyres, from being predominantly a tyre maker for commercial vehicles to a leader across diverse customer segments.

Also, the brand then had its eye on the European market, for which it needed a refurbished look. Last month, Apollo Tyres acquired a 100-per cent stake in the premium European tyre manufacturer, Vredestein Banden BV (VBBV), based out of the Netherlands.