After announcing its tie up with team India as lead sponsor, Apollo Tyres has rolled out its new brand campaign, ‘Har Safar Mein Dum Hai’ (Every journey is powerful). 

The film places Indian cricket front and centre, assembling an enviable lineup comprising cricket veteran Sachin Tendulkar alongside team India cricketers Virat Kohli, Rohit Sharma, KL Rahul, Shubman Gill and Arshdeep Singh in official team India jerseys. 
 
Set to A R Rahman’s iconic anthem Maa Tujhe Salaam, and directed by filmmaker Abhinay Deo, the film traces the childhood journeys of the featured cricketers, capturing the early sacrifice, discipline and the slow burn of ambition. The narrative follows a predictable arc: small beginnings, relentless effort, family support, and eventual elevation to the world stage. Running parallel is the presence of Tendulkar, who as the brand ambassador represents the enduring legacy, values and benchmarks that continue to define Indian cricket. The film makes the point of how progress isn’t sudden, it is a long drive, a journey played out every day in cities and in small towns on streets and on quiet training grounds, from the first hesitant steps to national stages. 
 
What we think about it: The film, while being adequately stirring, opts for safe symbolism over sharper brand storytelling, with the campaign’s central weakness being its creative predictability. The use of Maa Tujhe Salaam does much of the heavy lifting, instantly anchoring the film in collective memory and patriotic sentiment. Unfortunately, inspirational sports narratives, especially those built around struggle, sacrifice and destiny, have been extensively mined by Indian advertising over the past decade. The insight that greatness is forged over time is sound, but well-worn. The film adds little that feels new or sharply differentiated, beyond the sheer star power of the cast. 

Neeraj Kanwar, vice chairman and managing director, Apollo Tyres, said, “This campaign reflects a core belief at Apollo Tyres that excellence is built through resilience, discipline and consistency. Har Safar Mein Dum Hai is our tribute to the Indian spirit, and to the unyielding commitment it takes to be the best at what you do.”
 
Simran Kanwar, who wrote the script and screenplay along with conceptualising the ad film, said, “Har Safar Mein Dum Hai is not just about beginning a journey, it is about the relentless pursuit of excellence. It may be the only ad film to bring together some of the world’s finest sportsmen from a single sport into one film, set to Maa Tujhe Salaam, our cricket anthem. Together, these elements make the film truly iconic, capturing the spirit, pride and standards that define greatness at a global level.”
 
Devajit Saikia, secretary, Board of Control for Cricket in India (BCCI), said, “This film authentically captures the spirit of Indian cricket. It reflects the hard work, sacrifice and endurance required to represent the country at the highest level. The BCCI is proud to partner with Apollo Tyres, a brand that understands the importance of nurturing talent and celebrating the journey from grassroots ambition to world class mastery.”
 
Udyan Ghai, group head, marketing, Apollo Tyres, said "the campaign is a strong articulation of Apollo Tyres’ brand philosophy, reinforcing its positioning around performance, endurance and reliability across its product portfolio. Drawing parallels with Indian cricket’s journey from India to the world, the film reflects Apollo Tyres’ own evolution as a global brand while strengthening its emotional connection with consumers.”

Credits 
 
Brand: Apollo Tyres
Concept, Story and Screenplay: Simran Kanwar
Brand Custodian: Udyan Ghai
Director: Abhinay Deo
Co-Produced by: RDP Films and Gravity Entertainment