Indian motoring brand Apollo Tyres has ventured off the beaten track to promote its Tramplr range of motorcycle tires, designed specifically for younger riders wishing to escape the city.
Targeting bikers after something a little different, the ‘Go Beyond Sameness’ campaign – conceived by Wunderman Thompson Dubai – is born from an observation that bikers wish to be inspired, not sold to.
Satish Sharma, president APMEA, Apollo Tyres, said: “Tramplr’s design is inspired by the legendary off-roading capability of the Ibex. The tread design of this tire is derived from Ibex hoofs for stronger grip, better control and superior maneuverability. We have tested this product over some of the toughest of terrains before bringing it out for our customers.”
Sundeep Sehgal, vice-president and executive creative director at Wunderman Thompson Delhi, added: “The idea of sameness comes from consumer behavior. We observed sameness is the biggest enemy of discovery. It’s like a loop. The commercial is a reflection of every rider/adventure-seeker who is somewhere stuck in that loop. They want to go on an adventurous journey, but have forgotten the idea of going beyond. The idea was to nudge and make them go beyond their comfort zone, go beyond sameness.”
In response Apollo Tramplr ditches well-worn footage of mountains and trails for a culturally-specific tour of India, looking at what makes the nation unique and emphasizing the people who live in some of the country’s remotest places.
Apollo Tyres has established itself as a global brand through sponsorship deals with Manchester United.