Building on the powerful ethos of its celebrated ‘Har Safar Mein Dum Hai’ campaign, Apollo Tyres, the Lead Sponsor of the Indian National Cricket Teams, unveiled a new chapter that turns the spotlight onto the inspiring journeys of the Women in Blue.
Speaking about the campaign, Neeraj Kanwar, Vice Chairman and MD, Apollo Tyres Ltd., said: “‘Har Safar Mein Dum Hai’ has always been about celebrating the journey alongside the destination. As we carry this philosophy forward, with immense pride we share the untold stories of our Women in Blue. Their journeys, filled with courage and conviction, are a source of inspiration for the entire country. This campaign is a tribute to their unwavering spirit and our commitment to championing the values of perseverance and excellence, reflecting the same passion and respect we hold for all of Indian cricket.”
The campaign carries forward the same spirit of celebrating the arduous and often unseen journeys of athletes, anchored by a poignant and cinematically striking film. It intimately captures the quiet, demanding and often lonely roads travelled by national icons Harmanpreet, Smriti, Jemima, Shafali and Renuka before they achieved global recognition. The film is set to a soul-stirring original soundtrack that captures the emotional weight and ultimate triumph of their individual paths.
The film delves deep into the formative years of these champions, highlighting the unique struggles and unwavering resilience that defined their success. From a young Shafali cutting her hair short to gain access to boys’ cricket academies, to Harmanpreet challenging deep-set conventions in pursuit of her dream, the film honours their perseverance. Smritigetting inspired from her brother,to Jemimah practicing with boys and Renuka’s long commutes to training, the film celebrates the grit behind every milestone.
Sharing the creative vision behind the film, Simran Kanwar said, “Our vision was to create a film that felt distinct and deeply personal to the experiences of Harmanpreet, Smriti, Jemima, Shafali and Renuka. While it stems from the same ‘Har Safar Mein Dum Hai’ ethos, the storytelling is uniquely tailored to reflect their individual struggles and triumphs. Through intimate storytelling and an emotionally driven soundtrack, we wanted audiences to connect with the heart behind women’s cricket in India, powerfully reminding millions of young women across the nation that their journeys matter.”
Commenting on the campaign approach, Udyan Ghai, Group Head, Marketing, Apollo Tyres Ltd, said:“This is not about replicating a formula; this campaign is a heartfelt extension of our core belief. The cultural momentum behind women’s cricket is undeniable, and we wanted to honour that by ensuring our storytelling was authentic and deeply connected to their unique experiences. With this chapter of ‘Har Safar Mein Dum Hai’, we are engaging audiences with stories of resilience that resonate universally, reinforcing that every journey to the top deserves to be celebrated with equal passion.”
The digital-first campaign will be amplified across high-impact digital touchpoints, leveraging a comprehensive distribution strategy across YouTube and Meta platforms to maximise reach among cricket enthusiasts. The rollout will be supported by localised digital OOH, targeted influencer collaborations and interactive social media activations.
Brand: Apollo Tyres
Brand Custodian: Udyan Ghai
Creative Agency: WPP
Production House: Gravity Entertainment
Director:Vibhu Puri
