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APL Apollo launches ‘Desh ki Andekhi Taqat’ campaign with Amitabh Bachchan

The film by Crayons Advertising shows how the more a thing is important in our lives, the more they get overlooked. Like all the steel tubes we see around us. With little stories, Amitabh Bachchan narrates how they are an integral part of our lives

Click on the Image to watch the TVC.

APL Apollo, the manufacturers of steel pipes, has launched the ‘Desh ki Andekhi Taqat’ corporate brand campaign with film star Amitabh Bachchan as its brand ambassador in line with its aspiration and the phenomenal growth it has witnessed in the last decade.

Sanjay Gupta

Sanjay Gupta, Chairman, APL Apollo, said, “When the agency presented the ‘Desh ki Andekhi Taqat’ campaign with Mr. Bachchan as the face of our organisation, we took an instant liking to it. More than the thought being big, it was a true representation of our journey so far, our strength and our ambition going forward. And no bigger a personality than Mr. Bachchan to tell our untold story this campaign is a statement of fact as well as our intent.”


Conceived by Crayons Advertising, “Desh ki Andekhi Taqat” will have a pan-India release on national television, cinema and digital, and supported by print, OOH and radio.

Ranjan Bargotra

Ranjan Bargotra, President, Crayons Advertising, said, “When we were planning the campaign, we were pleasantly surprised by few things — the geographical spread of APL’s presence, the wide application of its products and the strong equity it enjoyed in the trade fraternity — a rare combination for an ‘unseen’ brand, a category leader. We wanted the campaign to showcase APL Apollo with all its strength. I am happy to see how well the brand TVC resonates with the growing prominence of APL Apollo.”


Rondeep Gogoi, ECD, Crayons, said, “Many things play a role in our lives, or in the growth of a nation, which we are unaware of. But only a few play a role as critical as APL Apollo Steel Pipes. This is what led to the brand campaign idea ‘The invisible strength of India’, which was written in Hindi to reach out to a larger audience. The film has been beautifully scripted by our Creative Director, Aejazz Ahmed and directed by Dadu of QED Films.”

Speaking specifically on the brand film, Aejazz said, “It’s one of those funny things of life that the more a thing is important in our lives the more they get overlooked, we just kind of see through them as if they don’t exist. Like all the steel tubes we see in our day-to-day lives — at the airports, offices, homes — but go unnoticed. The film draws your attention towards them with little stories about how they are an integral part of our lives. A narration, rendered by the inimitable Amitabh Bachchan, joins these stories to create a larger than life image of APL Apollo.”

The TVC:


Client: APL Apollo

Chairman, APL Apollo: Sanjay Gupta

Agency: Crayons Advertising

President, Crayons Advertising: Ranjan Bargotra

ECD, Crayons : Rondeep Gogoi

Aejazz Ahmed: Creative Director

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