If you are reading this and have watched the first installment of the Bollywood movie ‘Singham’, chances are you must’ve noticed the Mahindra Scorpio driven by the male protagonist. A sequel for the movie called ‘Singham Returns’ is being released soon. However, this time the male protagonist will be seen in his new chariot, his weapon of choice will be the Tata Safari Storme which will be riding on CEAT tyres.
Celebrating ‘Singham Returns’, Tata Motors today introduced the Safari Singham Range of accessories and merchandise through the Safari website, the Safari ebay India brand store and select Tata Motors showrooms. The objective is to further build on the movie’s style and power imagery. CEAT Ltd announced its association too, terming it as an apt association considering the lead character’s alpha male persona, which exudes machoism and aggression, along with being dependable.
Ms. Delna Avari, Head-Marketing Communications & Services, Passenger Vehicles, Tata Motors said, “The movie and its lead characters, Ajay Devgn and Kareena Kapoor exude energy and charisma; precisely the qualities represented by the Safari Storme. Building on this collaboration, we decided to launch an exclusive range of ‘Singham’ inspired Safari accessories and merchandise for our discerning customers. With this initiative, we at Tata Motors will take online marketing for the Safari Storme to the next level.”
The Safari Singham range of exclusive accessories will include elements for both the interiors as well as exteriors of the Safari Storme. Exterior elements will include exclusive Singham decals and badge, hood scoop, hood deflector, fog lamp receiver, fog lamps, chrome garnish around the headlights and tail lamps and door visors. Interior elements will include – 2 DIN music system, PND (Portable Navigation Device), reverse parking camera, art leather seat covers, organizer with Singham branding, carpets with Singham branding. Safari Singham cobranded merchandise will include – bag packs, key chains, dog tag chains, sling bags, mugs and t-shirts.
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.”
Reliance Entertainment presents Singham Returns in association with Ajay Devgn Ffilms and Rohit Shetty Productions. The film will release on August 15, 2014.