Singham Returns- CEAT SUV Tyres

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In 2014, we did an in-film integration of CEAT SUV Tyres with Singham Returns. Ajay Devgn was seen driving an SUV alomost all through the film. CEAT was also given an excellent opportunity to maximize its returns by doing extensive co-branded TVC.

Why

CEAT SUV tyres has a tagline- "Our grip, your story" and has done many television commercials over the past few years. CEAT faced a challenge from other market players that too had good media presence. Therefore, in 2014 CEAT associated with Singham Returns starring Ajay Devgn which was a sequel of the blockbuster hit Singham to increase its brand visibility.

How

In the movie Singham Returns, Ajay Devgn is a police officer who drives an SUV. Ceat Tyres not only did an in-film integration of their brand which saw Ajay Devgn drive an SUV almost all through the film, but also maximized its returns by doing extensive co-branded television commercial.

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