Apollo Tyres brings The Brooklyn Brothers on board

The London office of the agency, which won the account after a multi-agency pitch, will handle the business.

Gurgaon-headquartered international tyre manufacturing company, Apollo Tyres, has appointed The Brooklyn Brothers to handle its global creative mandate. The agency's London office will service the business, which it won after a multi-agency pitch process. In India, Apollo is serviced by Publicis Capital.

Under the mandate, The Brooklyn Brothers will be responsible for enhancing the Apollo brand internationally through print, electronic and digital media. In addition to this, the agency will work on the brand's recent three-year partnership deal with the hugely popular football club, Manchester United Football Club. The company is the football club's official tyre partner in the UK and India and will take advantage of the association by creating awareness about the brand among customers in the two countries as well as with business partners.

The Brooklyn Brothers is an independent creative agency founded in 2001. The agency has offices in New York, London, LA, Shanghai and Sao Paulo. The agency boasts of some impressive client line up including Land Rover, Jaguar, Virgin, Apple, Tate and BBC Worldwide.

Interestingly, Apollo set up its global marketing office in London, recently. The team will focus on global product strategy, marketing communications and product mix management.

On the move, Marco Paracciani, chief marketing officer, Apollo Tyres, says, "We were looking at having an agency on board which not only understands the automotive business but is also in a position to work closely with us on this new phase of growth for Apollo Tyres." What tilted the favour towards the agency was its methodology - 'Invite, Activate, Amplify'- along with its community-focused approach on the brand's association with MUFC, led to their selection over others, Paracciani adds.

George Bryant, planning partner, The Brooklyn Brothers, states, "Together, we share a great passion for football and the value of 'people power' and we are really looking forward to working with Apollo Tyres and help them reach out to Manchester United's 46 million followers in the UK and India," he points out.

Apollo Tyres was founded in 1972 by Raunaq Singh, Mathew Marattukalam and Jacob Thomas. At present, the company has manufacturing facilities in India, Africa and the Netherlands. It exports to more than 118 countries.

Apollo is in the news currently as its decision to acquire US-based Cooper Tire & Rubber Company is in turmoil following a disagreement on the terms. The company had announced its plans to buy out the US-based company for US$2.5 billion.