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‘Transformers’ to hit India with aggressive marketing by GM India

17-August-2007
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‘Transformers’ to hit India with aggressive marketing by GM India

General Motors India has lined up a series of marketing initiatives centered on the Indian premiere of the Hollywood sci-fi movie ‘Transformers’. The film, which has been co-produced by Paramount Pictures and Dreamworks, and directed by Michael Bay, arrives in theatres in India on August 17.

The movie features several vehicles from General Motors -- the Chevrolet Silverado, Chevrolet Cobalt, Buick Lucerne, Pontiac G6 and GMC Yukon -- which are also the main characters. The film is being released in English, Hindi, Tamil and Telugu languages in metros and mini-metros across India. The movie is expected to continue its success story that began in the US, where it took in record first-week box office receipts of $155.8 million.

GM India is carrying print advertisements in Mumbai, New Delhi, Bangalore and other major cities. It is also launching an online marketing campaign to promote this tie-up. Gaming enthusiasts can click on www.chevroletautobot.com to test their combat ability using the unique skills of the ‘Transformers’.

Ankush Arora, Vice-President, Marketing, GM India, said, “Our collaboration represents the perfect merging of synergies between GM, Dreamworks and Paramount Pictures. The GM vehicles in the movie are a natural fit with the storyline due to their robust features, styling and design. This is enabling us to reach out to movie buffs worldwide while subtly highlighting the attributes of GM products.”

‘Transformers’ is based on the 1980s cartoon television series of the same name that was very popular among children. GM India had earlier this year tied up with Saif-Rani starrer ‘Ta Ra Rum Pum’, which generated a lot of buzz and provided good exposure to Chevrolet.

Recently, as part of its marketing initiative, GM India had launched the ‘Chevrolet Promise’ programme exclusively for its Indian clientele. The company has drawn a maintenance cost for three of its models and their variants, which, if exceeded, the customer can get a refund of the difference. The company has also introduced the New Chevrolet Aveo on the occasion of Aveo’s first anniversary.

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