Mumbai: CEAT Ltd. today announced its association with Rohit Shetty’s upcoming Bollywood film ‘Singham Returns’. The Ajay Devgn and Kareena Kapoor starrer will witness Singham driving his SUV with CEAT Tyres. Singham’s alpha male persona exudes machoism and aggression, along with being dependable; making this an apt association for CEAT Ltd. The new range of SUV Tyres from CEAT associate itself with dependability in the time of need and provides ‘Superior Grip’ across different terrains and seasons.

CEAT & Singham Returns have come together to highlight the synergies that both these brands stand for, keeping the SUV customer in mind. The association leverages on common core values owned by both the brands like dependability, aggressiveness & unshakeable performance. These values have been communicated through interesting stories that are relevant to the views in their day to day life, in the movie.

Commenting on the association, Mr. Nitish Bajaj, VP, 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.”

Co-Producer, Kumar Mangat said, “Ajay Devgn who plays Bajirao Singham will be seen performing difficult stunts in the film. CEAT Tyres offer the much required stability and grip which is vital for these stunts therefore creating a great viewing experience for the audience.”

Prabhakar Tiwari, General Manager, Marketing, CEAT Ltd. added, “We have integrated our key brand message with the movie. The CEAT tyres used offer the right balance of superior grip and better control helping the SUV which Singham drives in the movie. CEAT Shoppe, our franchise model also gets the right visibility in the movie. We are going to promote it in multimedia platforms kick-starting from digital to mainline media and give additional inputs in our key geographies by cinema advertising.”

Singham Returns is scheduled to release on 15th August 2014.

Source: Lokesh Shastri