Pune: CEAT Ltd. announced its association with Shoojit Sircar’s family comedy-drama film ‘Piku- Motion Se Hi Emotion’, starring stalwart Amitabh Bachchan, the gorgeous Deepika Padukone and the inimitable Irrfan Khan. In an in film association, actor Irfan Khan would be seen driving a car equipped with CEAT tyres throughout their road trip to Kolkatta. CEAT and Piku association leverages on common values between both the brands i.e. being dependable and modern, like how SUVs are dependent on CEAT tyres which ensures a safe journey similarly the movie illustrates dependency between a daughter-father duo depicted by Deepika Padukone-Amitabh Bachchan.
Actor Irfan Khan, an owner of a taxi service who chooses to drive the duo in the film visits extensively located CEAT SHOPPEs on highways to ensure the air pressure and alignment is fine for a safe journey. Irfan Khan also features in SUV Tyres campaigns for CEAT tyres and has already been a part of CEAT’s campaigns on safety and durability.
CEAT as a brand has been associated with Bollywood movies for a long now. After the successful campaigns with Singham Returns and Dhoom 3, CEAT’s connection with Piku will further help building up the strong presence of the brand among its relevant audience.
Commenting on the association, Mr. Nitish Bajaj, VP, Marketing, CEAT Ltd. said, “We at CEAT have always focused on ensuring safety and convenience of our patrons. Our tyres are known for being safe, sturdy and have superior grip. Since Piku’s plot revolves around a road trip, this alliance acts as a perfect marriage between two brands that intensely focuses on dependability and safety. Hence, the synergies of the film and CEAT Tyres are well complimented.”
Mr. Vivek Krishnani, SVP, Revenues and Marketing, MSM Motion Pictures says, “We are happy to partner with CEAT for Piku – Motion se hi emotion. The brand features as an integral part of the film’s plot, where Piku (Deepika Padukone)) and Baba (Amitabh Bachchan) depend and trust Rana (Irrfan) to drive them on a road journey between Delhi and Kolkata. The film has received tremendous love from audiences across the world and by associating with this brand we are sure that this film will find a great connect with CEAT audiences and bring them into the theatres. ”
Go Fish Entertainment Pvt.Ltd., is a leading entertainment & sports marketing company with more than 9 years in the industry, has been instrumental in getting CEAT SUV tyres to associate with “Piku”. Throwing more light on the association, Mr. Sajay Moolankodan, Director, After successfully delivering on PK, this was our biggest project. We as an agency always look out for opportunties for a strong seamless integration of brands in films. With Piku, we got just the right opportunity to integrate CEAT SUV Tyres. CEAT SUV tyres became an integral and seamless part of the film during Piku and babas road trip from Delhi to Kolkatta. It highlighted brands core of being safe, sturdy and its superior grip along with the strategic locations of CEAT Shoppe to ensure the right air pressure and alignment for a safe journey.
‘Piku’ has released successfully all over on 8th May 2015
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