APL Apollo Tubes captured 55% of the market share in FY2024: Charu Malhotra

APL Apollo Tubes Limited (APL Apollo), one of India’s leading branded steel tube manufacturers in India, has recently launched a captivating TVC featuring Akshay Kumar, showcasing their innovative product, Roof Tuff – Color coated coils. The 60-second ad portrays Akshay Kumar in the role of ‘The Tuff Hero’, engaging in thrilling Parkour stunts, while showcasing the durability and strength of APL Apollo’s Roof Tuff.

In an exclusive interaction with Adgully, Charu Malhotra, Chief Brand Officer & Group Head Marketing, APL Apollo Tubes, speaks at length about the vision behind the new product launch, the new TVC featuring Akshay Kumar, insights into the agencies APL Apollo Tubes has collaborated with. Malhotra also mentions about the overall marketing strategies of APL Apollo, the strategies that APL Apollo employs to stay top-of-mind for them in the market, brand’s performance in the fiscal year 2024, and more.

Can you share when APL Apollo's Roof Tuff – Colour coated coils were introduced in India and how they have performed in the market since then?

APL Apollo's Roof Tuff – Colour Coated Coils were introduced in India in Mar 2023. Since their introduction, they have gained traction in the market due to their durability, aesthetic appeal, and resistance to corrosion. These colour-coated coils offer superior protection against harsh weather conditions, making them suitable for roofing applications in diverse environments across India. Additionally, they come in a variety of colours, allowing customers to choose options that complement their architectural preferences. The Roof Tuff – Colour coated coils have performed well in the market.

What was the thought process behind associating Bollywood actor Akshay Kumar with APL Apollo's Roof Tuff? How does this celebrity association tie into the core campaign thought?

The thought behind roping in Bollywood actor Akshay Kumar as the brand ambassador revolves around portraying Roof Tuff as a symbol of strength, resilience, and reliability, mirroring the actor's own persona and values. His association with the product communicates a message of durability, stability, and trustworthiness, aligning with the key attributes of Roof Tuff. Additionally, Akshay Kumar’s image as a socially responsible celebrity may also tie into any campaign narratives focusing on the sustainability aspects of the product. As known to most, the actor is not only renowned for his acting prowess but also admired for his disciplined and patriotic persona, making him a relatable figure for a wide audience base. His association with the brand enhances its visibility and credibility, capitalizing on Akshay Kumar's mass appeal and trustworthiness among consumers. The actor serves to reinforce the brand's messaging, evoke positive emotions, and establish a deeper connection with consumers, ultimately driving brand recall and loyalty in the competitive roofing solutions market.

Could you walk us through the conceptualization of the captivating TVC featuring Akshay Kumar and how it aligns with the brand's overall marketing strategy?

The conceptualization of the captivating TVC featuring Akshay Kumar likely began with a thorough analysis of APL Apollo's brand identity, target audience, and marketing objectives. The TVC aligns with APL Apollo's brand identity, emphasizing attributes like strength, durability, reliability, and innovation associated with Roof Tuff. Akshay Kumar's persona as a disciplined, patriotic, and action-oriented individual mirrors these values, ensuring a seamless integration with the brand. The TVC's storyline, messaging, and visual elements are tailored to resonate with the brand's target audience, which likely includes homeowners, builders, architects, and contractors. It aims to capture their attention and engage them emotionally by highlighting the product's benefits in a compelling manner. The creative concept revolves around a captivating narrative that showcases the beautiful hypothetical city of Satranga where all houses are roofed with Roof Tuff sheets.

It features Akshay Kumar encountering various obstacles while chasing a thief to woo his ladylove. He triumphs over these obstacles with ease as the roofs on which he ends up chasing the thief are covered with strong Roof Tuff sheets, symbolizing the resilience and strength of Roof Tuff.
Overall, it leverages Akshay Kumar's star power to evoke emotions such as trust, reliability, and pride in the product. His on-screen presence and performance add credibility and relatability to the storyline, resonating with viewers on a deeper level.

Can you share insights into the agencies APL Apollo Tubes Ltd collaborated with, and what specific elements were included in the media mix to maximize the impact of this campaign?

APL Apollo Tubes Ltd collaborated with leading agencies to amplify the impact of their Roof Tuff campaign. This strategic partnership leveraged a comprehensive media mix to maximize reach and engagement. By utilizing both Above-the-Line (ATL) and Below-the-Line (BTL) marketing strategies, the campaign effectively targeted a wide range of audience segments.

Extensive use of social media platforms, search engine marketing, and display advertising targeted specific demographics and generated significant buzz. These digital tactics ensured that the campaign reached a tech-savvy audience, fostering online engagement and interaction. Advertisements in prominent industry magazines helped APL Apollo reach a wider audience and enhance credibility. This media-mix approach ensured that the campaign maintained visibility among all stakeholders and customers.

Engaging content and press releases distributed through various news outlets built brand awareness and highlighted Roof Tuff’s unique features. This BTL strategy helped establish a strong narrative and connected the product with its intended audience on a more personal level. Collaborations with industry influencers and experts created authentic content and drove organic engagement. By leveraging the credibility and reach of these influencers, APL Apollo ensured that their message resonated with a broader, more engaged audience.

Did APL Apollo work closely with any agency on this project, and if so, what was the brief given to them?

Yes, we closely worked with Crayons Advertising Agency on this project. The brief was given to them to craft a story that subtly yet strongly brings out the beautiful aesthetics and the strength of the product while engaging the audience in an immersive narrative. We also wanted to capture the vivid colour of sheets we manufacture. We wanted to portray Akshay Kumar as "The Tuff Hero" who performs thrilling Parkour stunts across rooftops. These stunts showcased the resilience and ability of Roof Tuff to withstand extreme conditions.

Can you elaborate on the media mix utilized for promoting Roof Tuff and how it contributes to the overall marketing strategies of APL Apollo?

APL Apollo Tubes Ltd utilized a diverse media mix to promote Roof Tuff, effectively aligning with its overall marketing strategies. The campaign incorporated:
Digital Marketing: Leveraging social media platforms, search engine marketing, and targeted display ads to engage with specific demographics and generate online buzz.
Print Media: Strategic placements in leading newspapers and industry magazines to enhance visibility and credibility among a broader audience.
Broadcast Media: Television and radio commercials aired on popular channels and stations, ensuring widespread reach across various audience segments.
Public Relations: Press releases and engaging content distributed through news outlets to build brand awareness and highlight Roof Tuff’s unique features.
Cinema Association : Roof Tuff advertisements were showcased in cinemas, targeting moviegoers and enhancing brand recall through captivating visual content during film screenings.
Film: Bade Miyan Chote Miyan Collaboration: It was a Genre Match as the high-octane action theme of "Bade Miyan Chote Miyan" aligns well with the Roof Tuff campaign's emphasis on strength and durability through Akshay Kumar'. Various Social Media Posts were aligned with a competition to engage the audience.
This comprehensive media mix not only maximized the campaign’s reach but also reinforced APL Apollo’s brand presence, showcasing its commitment to innovation and quality in the construction industry.

Considering the involvement of people in the construction process, what strategies does APL Apollo employ to stay top-of-mind for them in the market?

APL Apollo employs several innovative strategies to maintain a strong brand recall. These strategies shift the company from a commodity-based marketing approach to a brand-driven one, emphasizing brand equity, awareness, and meaningful customer engagement. By building genuine and trustworthy connections with customers, APL Apollo ingrains sustainability into its brand identity, reflecting eco-friendly practices and reducing carbon emissions. The company combines traditional and new-age marketing channels, such as TV, digital, and print, to communicate the technical intricacies of the steel industry and enhance brand awareness.

APL Apollo enhances customer confidence by aligning with celebrated brand ambassadors. These partnerships create a strong connection between the industrial product and a broader audience, enhancing visibility and trust while humanizing the brand. Building trustworthy relationships with channel partners and influencers, such as fabricators, contractors, architects, and government officials, is central to APL Apollo's strategy. Targeted engagement programs help in connecting with these influencers, reinforcing the brand's presence in the market.
Recognizing the importance of a strong digital identity, APL Apollo creates informative video content to engage modern consumers and convey the complexities of the steel industry. Digital platforms are used to evoke new thoughts and ideas, holding transformative potential for the industry. Sustainability and innovation are central to APL Apollo’s approach. By actively participating in industry conversations and sharing insights, the company positions itself as a thought leader, inspiring change and pushing the boundaries of steel manufacturing.

How has APL Apollo Tubes Ltd performed in the fiscal year 2024, and what is the year-on-year growth rate? Could you also share insights into the competitive landscape and how APL Apollo's other products fare against competitors in the market?

APL Apollo Tubes Ltd reported robust financial performance, capturing approx. 55% of the market share among both organized and unorganized local players. This impressive growth is attributed to the company's strategic product diversification and expansion into new markets.
Product Performance: APL Apollo's other products, including hollow sections, pre-galvanized tubes, and colour-coated sheets, perform exceptionally well against competitors. Their commitment to innovation, stringent quality standards, and customer-centric approach have allowed these products to gain significant market share, reinforcing APL Apollo’s reputation as a leader in the steel tube and pipe industry.