Tata goes the product placement way

Tata has taken the product placement route for the Safari Storme to give its SUV a larger than life aura and increase its aspirational co-efficient. This is the second time Tata Motors has associated itself with the glamour world, the first one being Anil Kapoor starrer action packed television series – 24.

After glittering on the small-screen, Tata Safari Storme will now star in Bollywood movie Singham Returns. Tata Motors vehicles, including Tata Sumo, Tata Aria, Tata Sumo Grande, Tata Xenon and the Tata Nano, are also being featured in this movie which is directed by Rohit Shetty.

Product placement in movies is a widely successful concept and has been used internationally by the likes of General Motors (GM) in the movie Transformers: Age of Extinction and Audi in the Transporter. GM cars such as Corvette Stingray and Chevy Sonic have been a part of Transformers.

Following GM’s footsteps, Tata Motors is making a strong connect with Bollywood and has also showcased its upcoming Tata Zest at the IIFA Awards function recently. Tata hopes that its cars screen presence will help to increase the desirability of its products.

The Tata Safari Storme is 4,655mm long, 1,965mm wide and has a height of 1,922mm. This beast is powered by a 2.2-litre VariCOR oil-burner which delivers 140PS of power and 320Nm of torque. The engine is mated to a five-speed manual transmission.

Singham Returns, is a sequel to the 2011 Bollywood movie Singham starring Ajay Devgn and Kareena Kapoor in the lead roles. Films by Rohit Shetty are noted for their car action sequences. In his earlier movies it has been the Mahindra Scorpio that hogged the limelight, while this time around Shetty has ditched the Scorpio and has opted for Tata Safari Storme along with other Tata SUVs.