Apollo Tyres has announced the appointment of Sachin Tendulkar, one of the greatest cricketing icons of the world, as its brand ambassador for a five-year period. This is the first time that the company has associated with a celebrity as the face of its brand. It also helps that Tendulkar is also a car lover and has in-depth knowledge of automobiles.
Apollo Tyres, which has sponsored the top English Premier League brand, Manchester United, over the last five years, says this association is in line with its brand strategy, to reach out and engage with its target audience globally. The association with Tendulkar will help the company leverage on his fan following and popularity as a sports icon to drive home the company’s message of making every journey a safe and inspiring one.
Commenting on the association with Sachin Tendulkar, Neeraj Kanwar, vice-chairman and MD, Apollo Tyres said, “Building the Apollo brand to its true potential is key to our growth. By securing Sachin Tendulkar’s association with our brand, we have embarked on an exciting journey together. I am sure this partnership will help us go the distance.”