MUMBAI: APL Apollo, the maker of steel tubes and the principal sponsor of the IPL team - Delhi Capitals, has launched a 360-degree campaign with a powerful idea called “The Inner Strength Of India”.

Conceptualised by Crayons Communications, the TVC stars key players from the Delhi Capitals team.

The Crayons Network president Ranjan Bargotra said, “It feels great to work with a client who loves to take bold, confident steps to build one’s brand. This is just the beginning, there’s a lot more in the pipeline which will take the brand to the next level.”

Crayons Communications ECD Rondeep Gogoi said, “This shoot was like an IPL match. We had just five hours with the players at their hotel ballroom. It was complete madness, but we managed to hit it for a 6.”

The ad has been directed by Aiman from Asylum films and the rap is by Kaam Bhaari of Gully Boy fame.