Ceat associates with Singham Returns

  • Aug 6, 2014
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After Tata Motors, the Indian tyre manufacturer has gone the product placement way

Ceat associates with Singham Returns

Tata Motors confirmed its association with the Ajay Devgn starrer ‘Singham Returns’ just earlier last month. After Tata, the Indian tyre manufacturer has taken the product placement route, whereby all Tata SUV vehicles will be seen riding on Ceat tyres in this movie.

Tata Motors vehicles, including Tata Safari Storme, Tata Sumo, Tata Aria, Tata Sumo Grande and Tata Xenon will be featured in Singham Returns. All these vehicles will sit on the new range of SUV tyres from Ceat in the Rohit Shetty directorial.

Commenting on the association, Nitish Bajaj, Vice-President, Marketing, Ceat Ltd, said, “SUV tyre is one of our key focus categories and we have recently concluded a successful campaign for our SUV Tyres. In continuation of our earlier successful movie association with Dhoom 3, we are proud to be associated with Singham Returns movie franchise. Singham’s macho & dependable image is consistent with the Ceat SUV Tyres image and same can be seen coming out well in the movie as well.”

Product placement in movies is a widely successful concept and has been used internationally by many auto giants. Drawing inspiration from the likes of General Motors and Audi, Tata Motors, too, associated itself with the glamour world. Following the Indian SUV maker’s footsteps is Ceat which is trying to make a strong connect with Bollywood. The tyre manufacturer hopes that its tyres screen presence will increase the desirability of its product.

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, and hence Ceat plans to hog some limelight in this movie through such action-packed scenes.

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