Apollo Tyres Ltd has introduced its new brand campaign, ‘Har Safar Mein Dum Hai’, with legendary cricketer Sachin Tendulkar as its guiding presence. The initiative, launched in Apollo’s capacity as the Lead Sponsor of the Indian Cricket Team, also features Team India stalwarts Virat Kohli, Rohit Sharma, KL Rahul, Shubman Gill and Arshdeep Singh. Anchored by a poignant brand film, the campaign draws a powerful parallel between the enduring spirit of Indian cricket and the core ethos of Apollo Tyres.

Directed by renowned filmmaker Abhinay Deo and set to the moving strains of A R Rahman’s iconic music, the film traces the arduous childhood journeys of the featured cricketers. It pays tribute to the extraordinary sacrifices made by their families, all fuelled by national pride, to transform youthful dreams into reality. The narrative honours not merely the aspiration to represent India but the exacting standards, discipline and resilience required to earn and uphold that privilege.

It vividly captures their metamorphosis from hopeful children into athletes who now bear the weight of a billion hopes on the world stage – an achievement realised not by talent alone but through a lifelong pledge to be the best. Tendulkar, serving both as brand ambassador and a symbol of enduring legacy, represents the inspirational values and benchmarks that have defined Indian cricket for generations, connecting the past’s glory to the present’s pursuit of excellence.

Neeraj Kanwar, Vice Chairman and Managing Director, Apollo Tyres Ltd, said, “This campaign reflects a core belief at Apollo Tyres that excellence is built through resilience, discipline and consistency. Har Safar Mein Dum Hai is our tribute to the Indian spirit, and to the unyielding commitment it takes to be the best at what you do.”

Simran Kanwar, who wrote the script and screenplay along with conceptualising the Ad film, said, “Har Safar Mein Dum Hai is not just about beginning a journey, it is about the relentless pursuit of excellence. It may be the only ad film to bring together some of the world’s finest sportsmen from a single sport into one film, set to Maa Tujhe Salaam, our cricket anthem. Together, these elements make the film truly iconic, capturing the spirit, pride and standards that define greatness at a global level.”

Devajit Saikia, Secretary, Board of Control for Cricket in India (BCCI), said, “This film authentically captures the spirit of Indian cricket. It reflects the hard work, sacrifice and endurance required to represent the country at the highest level. The BCCI is proud to partner with Apollo Tyres, a brand that understands the importance of nurturing talent and celebrating the journey from grassroots ambition to world class mastery.”

Udyan Ghai, Group Head – Marketing, Apollo Tyres Ltd, said, "The campaign is a strong articulation of Apollo Tyres’ brand philosophy, reinforcing its positioning around performance, endurance and reliability across its product portfolio. Drawing parallels with Indian cricket’s journey from India to the world, the film reflects Apollo Tyres’ own evolution as a global brand while strengthening its emotional connection with consumers.”

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Kuraray America, Inc. marked National STEM Day on 8 November by spotlighting a community educational event that brought together 15 of its volunteers and students from the Houston Japanese Supplementary School at San Jacinto College for a day of hands-on exploration and discovery.

Participants engaged in activities illustrating how science, technology, engineering and mathematics (STEM) converge in chemical manufacturing. Experiments with superabsorbent polymer beads explored chemistry and material properties, while a tour of the college’s facilities introduced industrial equipment. Students also learned about water filtration and distillation processes and how mathematical concepts underpin scientific and engineering applications.

One student showed particular interest in the distillation tower, linking the experience to the Kuraray Group’s contributions to everyday life and its mission of achieving for people and the planet what no one else can. The event also benefited KAI volunteers, who shared technical knowledge, exchanged perspectives and learned alongside potential future scientists and engineers.

Kuraray America thanked Reiko Fuwa and Tomohiro Tani for coordinating the visit, Hans Vandommele for sharing his expertise and all 15 KAI volunteers. The company also expressed appreciation to San Jacinto College for facility access and to the Houston Japanese Supplementary School students for their curiosity, enthusiasm and thoughtful questions.

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Liberty Tire Recycling attended the 2026 SEMA Show in Las Vegas, held from 3–6 November at the Las Vegas Convention Center. The automotive aftermarket event, one of the industry's largest, drew over 160,000 attendees from the automotive, tyre and transportation sectors to review new products, technologies and business opportunities.

The Lakin Tire brand, a consistent SEMA exhibitor, once again used the show to reinforce industry relationships and present Liberty's tyre collection, recycling and sustainable resource management capabilities. Personnel from Grade/Used Tires, Commercial Truck Tires, Metals, Recycling and Collection, together with corporate and regional leadership, met customers, suppliers and industry professionals from around the world.

The booth received existing and prospective customers from numerous tyre and automotive segments during the week. Costco Wholesale Corporate Office, United Tires and UTU Wholesale were among the organisations that stopped by to examine Liberty Tire's products, services and nationwide reach. The company viewed the event as an effective forum for monitoring emerging market trends and demonstrating its position in recycling and sustainability, alongside its focus on innovation, workforce development and circular economy principles.

A memorable moment came when a high school shop teacher and students, attending through a special educator programme, toured the booth to learn about tyre recycling and industry operations. Liberty team members provided industry insights, outlined career pathways and acknowledged educators' contribution to developing future skilled trades professionals, supplying tyre inflation gauges for classroom use.

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Laufenn, Hankook's associate brand, earned a ‘Good’ ratingwith an overall score of 2.2 for its G Fit 4S in the Auto Bild Allrad all-season SUV tyre test published on 8 October 2026 (issue 41). The tyre competed credibly against 11 rivals from established premium marques, finishing competitively in a 12-strong field.

Wet handling proved a particular strength, with the G Fit 4S collecting the second-highest rating shared with other models. Aquaplaning resistance also impressed, as the tyre held its line until stability began to fade at roughly 100 kmph (62 mph). In snow, it recorded the third-shortest braking distance, matching two other contenders.

Testing spanned snow, wet and dry disciplines, each weighted equally in the final ranking, with a third-generation MINI Countryman serving as the test vehicle. Snow assessments were carried out in New Zealand, while European venues hosted the wet and dry evaluations. The jury's conclusion underscored Laufenn's value-focused positioning, finding the G Fit 4S a solid option for cost-conscious buyers.

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Tyres Europe has underscored that tyres qualify as fully recyclable under ISO 22628:2002 and UN Regulation No. 133, describing the established methodology as a robust foundation for assessing tyre recyclability. The organisation recently set out its position on the matter.

The distinction between recyclability and actual recycling rates is central to the group's argument. Recyclability refers to the technical potential of a product and its materials to be recycled, while the real rate hinges on treatment capacity and demand for secondary raw materials. Regulatory frameworks should therefore separate the two concepts clearly and align with an internationally recognised standard.

Tyres consist of rubber compounds, chemical additives and reinforcing textile and steel cords, and at end of life they are separated into rubber, textile and steel fractions, all of which existing mechanical or chemical routes can recycle. Mechanical processing yields rubber granules and powders usable as secondary raw materials across many applications, recovered textiles can be further processed and valorised, and cleaned recovered steel can re-enter metal recycling and steelmaking.

Tyres Europe pledged continued cooperation with policymakers and value-chain partners to strengthen circularity and maximise recovery of valuable tyre materials in Europe, with the full paper available on its website.

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