APL Apollo Steel Tubes, a structural steel tubes company, launches a TVC campaign titled ‘Desh Ki Badhti Taqat’, featuring Amitabh Bachchan. The TVC, envisioned by Crayons, highlights the forward-thinking trajectory of the company, focusing on solidifying its reliability and connection with the customer base.
The Desh Ki Badhti Taqat TVC portrays the emotional connect between a grandfather and his grandson in such a narrative that draws parlance with the journey of APL Apollo through generations. This story highlights the brand’s vision of being a leader in the structural steel tubes industry that values integral connections and the strong foundation they provide.
“Our ‘Desh Ki Badhti Taqat’ TVC reflects the company’s journey on becoming the World’s largest structural steel tubes company along with deep-rooted responsibility towards nation building. We are proud to have Amitabh Bachchan as part of our journey, symbolising the strength and trust of our brand. Our vision extends far beyond being a homegrown success; it’s about sculpting a transformative narrative, where our innovation moulds a stronger, more resilient future,” Sanjay Gupta, managing director, APL Apollo, said.
Amitabh Bachchan is associated with APL Apollo as its brand ambassador. His presence amplifies the advertising of the company’s product range.
“The Desh Ki Badhti Taqat’ TVC highlights the diverse product range of APL Apollo along with its role in building some of the most iconic structures, emphasising our significant contribution towards the nation’s infrastructure. On top of that, Amitabh Bachchan’s larger-than-life persona adds an extra layer of credibility and resonance to our brand message. This commercial isn’t just about structural steel tubes – it’s about fostering a deeper connection with our audience,” Charu Malhotra, Chief Brand Officer at APL Apollo, said.
Looking at the future, we will be running a 360-degree campaign across TV, Print, OOH, OTT and Digital platforms, to engage with the masses, she added.