ATLANTA — Apollo Tyres Ltd. is launching a streamlined marketing campaign in North America for its Vredestein brand, with the goal of emphasizing the quality of its product lines as well as boosting dealer profitability.
The India-based tire maker said it will showcase the brand on several fronts, including online digital ads, billboard and digital out-of-home ads, in an effort to shed light on the company's story and its Vredestein lineup.
The company said it plans to roll out several products across multiple categories in the coming months.
The marketing assets will be in collaboration with the company's dealer network, using co-branded advertisements through targeted campaigns.
The goal, Apollo said, is to create more than 8 million interactions with consumers looking to purchase tires.
Abhishek Bisht, global head of new markets and channels at Apollo, said the company considers customers as true partners.
"With this collaborative marketing campaign, we will identify and communicate with consumers looking to buy premium quality winter and all-weather tires and lead them to our partner network, resulting in a win-win situation for both," Mr. Bisht said.
The campaign will be active through January. Apollo will emphasize to consumers the benefits of replacing the all-season/winter tire combination with its all-weather portfolio, or to upgrade in winter tires in more extreme conditions.