#NothingToSeeHere How Apollo Tyres talked about Road Safety with a social innovation

Social Samosa
Nov 21, 2019 12:47 IST
New Update

It all began when Apollo Tyres shared a blank tweet with no communication on it. 

Soon a series of blank posts hit the brand’s Instagram handle, getting the social media world to wonder what Apollo Tyres was up to. Consumers soon started commenting on the posts, questioning whether the brand did a mistake or something bigger was brewing?



consumer curiosity at the peak, Apollo Tyres stirred conversations across

social media platforms. On Twitter, the brand saw engagement on the blank post

with twitterati sharing their opinion of it.

Soon the brand began sharing startling statistics around how distracted driving is one of the biggest causes of road accidents. Apollo Tyressharesthat around 47 percent people receive calls while driving and 67 percent of send messages. 2017 saw 3172 deaths due to the use of mobile phones while driving. The statistics put the blank posts with #NothingToSeeHere in perspective, explaining how gruesome accidents and injuries can be avoided with simple phone safety.

Also Read: Interview: ISL has taken organised football to tier II & III markets says, Apollo Tyres’ Satish Sharma

The campaign comes in line to promote Road Safety where Apollo Tyresmanaged to put across a strong message while standing out of the clutter. The social media innovation of sharing blank posts helped the brand create curiosity on a mundane day; further, the timing of sharing the statistics helped amplify the message to a maximum level.


reiterates Apollo Tyres’message of brand safety loud and clear, giving

consumers food for thought and urging them to go the distance

for road safety.

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