Goodyear India’s new marketing campaign ‘Take the winning turn’, which kicked off recently, is aimed at strengthening its position in the consumer’s mind. It is an integrated marketing campaign with prominent in-film placement in Yash Raj’s new starrer ‘Ta Ra Rum Pum’ with Saif Ali and Rani Mukherjee.
The campaign includes TV campaign, on-ground activities and contests built around Goodyear’s association with the movie. The movie revolves around the story of a NASCAR driver who fights odds to become an eventual champion. Euro RSCG is the creative agency that developed the campaign.
Goodyear’s Sales & Marketing Director, Mahesh Krishnan, said, “ Goodyear has more than a fifty-year-old association with NASCAR and has been the only provider of tyres to NASCAR since mid-1997. Saif Ali is seen sporting prominent Goodyear branding on his uniform, headgear, car and the tyres. This is not yet another in-film product placement but it synergies with the brand and connects with the theme of the movie.”
Krishnan added that the subject in the movie ‘Take the winning turn’ -- that is victory in terms of hardship -- goes with the campaign. The movie was shot on the American NASCAR racing tracks that has Goodyear pits. Apart from this, the Goodyear blimp has been showcased in a movie sequence for the first time in Indian cinema.
The TVC has been running since April 15 on Sony, Star Plus, Star, NDTV24x7, NDTV India, Headlines Today, Aaj Tak, Channel [V[, B4U Music, Star Gold, etc. There is also a print campaign running in The Economic Times and its supplements.
Krishnan said, “In addition to this, Goodyear will be organising innovative contests and on-ground activities in 400 stores. We have posters talking about Goodyear’s association with the movie We are doing innovations like placing the cut-out of the car which Saif drives in the movie in high-traffic malls and multiplexes and getting the public involved in interesting contests like changing car tyres, tyre skating, etc. We are doing this activity in six malls across four cities in Delhi, Mumbai, Bangalore and Pune.”
Krishna informed that a radio campaign was also running on BIG 92.7 FM as “they have been roped in as the Official Radio Partner in the movie ‘Ta Ra Rum Pum’. We are basically asking consumers about Goodyear tyres and lucky people win prizes”.
On the retail front, Krishnan said Goodyear is setting up 23 shop-in-shop Goodyear stores across the country. “We rejuvenated the shop-in-shop concept with well-uniformed and trained sales representatives. As part of our ‘Women on Wheels’ workshop initiative on Women’s day, women were given free test drives. Besides, the Goodyear online club called ‘Goodyear My Turf’ has been launched for our elite customers,” Krishnan said.