The campaign leverages the insight that when a tyre goes flat, it affects the people and the occasion to which the person is travelling to. This is brought alive in a contemporary illustrative style which highlight the plight of the affected people.

The key visuals are composed of manual and digital illustrations.

The base for the same included preparing inflatable characters and then deflating them. The whole process was photographed in "time lapse" mode to capture even the minutest details.

These were references were then improvised upon during the manual illustration process.

The next stage was the digital illustration which enhanced the art piece.

During the campaign, quantitative research showed top of mind recall for Apollo tyres to be 17% higher than previously.

Tyre retailers mentioned that a substantial number of walk in consumers referred to situations portrayed in the ads as reasons why they should shift to radial tyres.

Quarterly results are yet to be in.

The creative met both the client's as well the agency's strategic intents.