Apollo Tyres has appointed Mindshare as its global media agency.

Following a multi-agency pitch presentation at Apollo’s Global Marketing Office in London, Mindshare won the account, which covers both on and offline media, due to its global reach, along with its financial and organizational fit with Apollo Tyres, the tiremaker said.

“While we have been expanding across geographies, the need was felt to have a global agency on board, which will fit in strategically at a global level, and operate on both, regional as well as global levels,” said Apollo’s Marco Paracciani, chief marketing officer. “We chose Mindshare due to their strategic approach and for their comfort with sports associations, which was necessary considering our tie-up with Manchester United Football Club for the Indian and UK markets.”Mindshare replaces outgoing agency Zenith Optimedia, which was servicing Apollo Tyres in India.