J Walter Thompson Delhi and Apollo take the riding thrill to the next level with Alpha

Apollo Tyres has added another differentiated offering to its portfolio with the launch of Alpha, India’s first steel radial motorcycle tyre. The market for motorcycles radials is growing steadily especially with the market growing incrementally in the 200 cc + segment where speed and riding thrill is at always the core of the product offering

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“This steel radial offering is a unique product as it offers high speed stability and cornering stability and with less wear and tear and is ideal for some of the popular models in the 200 cc + segment. With Apollo Alpha, we hope to significantly grow our market share in the motorcycle radial tyre segment,” said Ankur Thakur, category head two-wheeler and passenger car segment Apollo Tyres.

Quite like the product, the first TV commercial created for Alpha by J Walter Thompson Delhi showcases how with Alpha you can take the thrill of riding to the next level with a clutter breaking execution

“The adrenalin rush of speed, the exhilaration of a skilful cornering – any true blue biker will tell you that it’s a rare thrill. He’ll also tell you that a powerful bike isn’t enough, if the tyre can’t keep up. But the cutting edge technology  from Apollo Alpha can take the riding thrill to another level. To connect with this biker though, the content needed to weave a world that he finds fascinating; to visualize the possibilities, to be thrills on a screen”, said Joy Chauhan, Managing Partner, J Walter Thompson, Delhi.

“If your bike’s a beast, what would it ride on? This simple insight helped us craft our latest blockbuster for Apollo Tyres. Our ‘Beast’ is a machine-animal hybrid imagined straight out of the pages of a hellish graphic novel (or an edge-of-the-seat Hollywood production) and it’s been unleashed to ride fast and hard on Apollo Alpha Radials without losing its grip ever. Perfect to revv up your beast and add more thrill to your ride!”, said Sambit Mohanty, National Creative Director, J Walter Thompson.

Credits –

Account Planning: Pinaki Bhattacharya, Anchit Chauhan

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