General Motors India has launched a unique marketing initiative in association with the much-awaited film ‘Ta Ra Rum Pum’, which stars the ambassadors for Chevrolet Aveo, actors Rani Mukherji and Saif Ali Khan.
The major production from Yash Raj Films and directed by filmmaker Siddharth Anand of ‘Salaam Namaste’ fame, the film revolves around the most popular racing league in the United States, NASCAR.
Khan plays the lead as a stock car racing champion for Chevrolet. This is in line with the Aveo’s ‘Now, that’s performance’ tagline. Chevrolet’s association with the film reinforces the brand’s values of performance, substance and style, all of which are suitably depicted by Rani and Saif, who appear in the movie as a contemporary urban couple based in New York.
Anisha Motwani, Director-Marketing, GM India, said, “Unlike some of the other in-film placements where brands are force-fitted, ‘Ta Ra Rum Pum’ has a storyline woven around cars. The theme revolves around car-racing and seamlessly showcases the performance, style and substance of Chevrolet cars in the most engaging manner.”
“The tie-up with Chevrolet is an organic fit, being completely in-sync with the creative direction of the film. Yash Raj Films prides itself in delivering value to its associates on any film project. This association is an example of what can be achieved when the brand and the film company both go the extra mile,” said Tarun Tripathi of Yash Raj Films.
Motwani said, “GM India is organising a contest around the launch of the movie, which will be promoted aggressively both on television and in print. It will be promoted through all the entertainment channels like MTV, Star Plus, Zee, etc. In print, we are targetting all the leading dailies like TOI, HT, etc.”
Those who watch ‘Ta Ra Rum Pum’ will have the opportunity to test drive the Chevrolet vehicle of their choice at any GM India dealership. They also can fill out a lucky draw form and answer some basic questions about the movie. A winner, selected from the entries collected over a period of four weeks after the all-India release of the movie on April 27, will receive a brand new Chevrolet Aveo.