New Delhi,2nd December 2023: APL Apollo Steel Tubes Ltd., India’s No. 1 Structural steel tubes company, has proudly launched its new TVC campaign titled ‘Desh Ki Badhti Taqat’, featuring the legendary actor, Amitabh Bachchan. The TVC, envisioned by Crayons, highlights the forward-thinking trajectory of the company, focusing on solidifying its reliable and trustworthy connection with the customer base.

The Desh Ki Badhti Taqat TVC beautifully portrays the emotional connect between a grandfather and his grandson in a light hearted narrative that draws parlance with the legacy and growth journey of APL Apollo through generations. This heartwarming story highlights the brand’s vision of being a leader in the structural steel tubes industry that values integral connections and the strong foundation they provide.

Speaking on this commercial launch, Sanjay Gupta, Managing Director of APL Apollo, said, “Our ‘Desh Ki Badhti Taqat’ TVC reflects the company’s journey on becoming the World’s largest structural steel tubes company along with deep-rooted responsibility towards nation building. We are proud to have Amitabh Bachchan as part of our journey, symbolising the strength and trust of our brand. Our vision extends far beyond being a homegrown success; it’s about sculpting a transformative narrative, where our innovation moulds a stronger, more resilient future.”

Amitabh Bachchan’s association with APL Apollo as its brand ambassador aligns perfectly with the brand ethos. His iconic presence resonates with the strength and trust that APL Apollo represents, reinforcing the message of resilience in the company’s product range. As an iconic figure loved across generations, Mr Bachchan’s role in the commercial amplifies the emotional chord that APL Apollo strikes with its consumer base.

Ms Charu Malhotra, Chief Brand Officer at APL Apollo, highlighted the strategic significance of the TVC, stating, “The Desh Ki Badhti Taqat’ TVC highlights the diverse product range of APL Apollo along with its role in building some of the most iconic structures, emphasising our significant contribution towards the nation’s infrastructure. On top of that, Amitabh Bachchan’s larger-than-life persona adds an extra layer of credibility and resonance to our brand message. This commercial isn’t just about structural steel tubes – it’s about fostering a deeper connection with our audience. Looking at the future, we will be running a 360-degree campaign across TV, Print, OOH, OTT and Digital platforms, to engage with the masses.”

APL Apollo’s dedication to innovation, quality, and customer-centric approach remains at the forefront of its operations. Therefore, the “Desh Ki Badhti Taqat” TVC portrays the brand’s growth-oriented trajectory and its efforts towards making permanent relationships in the industry while contributing to the nation’s strength.

APL Apollo Tubes Limited (APL Apollo) BSE: 533758, NSE: APLAPOLLO is India’s leading structural steel tube manufacturer. Founded in 1986 and headquartered in Delhi-NCR, the company operates 11 manufacturing facilities with a total capacity of 3.6 million tons. It has a pan-India presence with units strategically located in Sikandarabad (UP), Hyderabad, Bangalore, Hosur (Tamil Nadu), Raipur (Chhattisgarh), Dujana (UP), Malur (Karnataka) and Murbad (Maharashtra). APL Apollo’s multi-product offerings include over 2,000 varieties for multiple building material structural steel applications such as pre-galvanized tubes, structural steel tubes, galvanized tubes, MS black pipes and hollow sections. With state-of-the-art manufacturing facilities, APL Apollo serves as a ‘one-stop shop’ for a wide spectrum of products, catering to the domestic market as well as 20 countries worldwide and an array of industry applications such as urban infrastructure and real estate, rural housing, commercial construction, greenhouse structures and engineering applications. The company’s vast 3-tier distribution network of over 800 distributors is spread across the country, with a presence in over 300 towns and cities.