Dhoom:3 Special Edition Hi-Speed Grip Tyre Launched By CEAT

Dhoom:3 Special Edition Hi-Speed Grip Tyre Launched By CEAT

New Delhi, Yash Raj Films Licensing and CEAT Tyres have collaborated to launch a special licensed Dhoom:3 branded tyre. The CEATD:3Tyre was unveiled by superstars Aamir Khan & Katrina Kaif at YRF Studios during the showcase of the much awaited film’s merchandise product line last month.

The D:3Tyre is India’s first ‘H’ ranked tyre and is rated to provide excellent performance up to a whooping speed of 210 Km/hour, delivering the ultimate biking experience. What also sets these limited edition tyres apart is their uber cool Dhoom:3 trademark inscription.

CEAT will launch a TV campaign for the promotion of the exclusive CEAT Dhoom:3tyre and an aggressive campaign will be held across all digital and social media platforms to engage the Dhoom series with the CEAT tyres fans.

As part of the brand integration campaign, CEAT has also associated with YRF Licensing & 99 games for the launch of the official Dhoom: 3video game. The video game is an outright treat for the racing video game enthusiasts.  Amongst the various unique power ups, the CEAT Nitro booster is a game changer which gives the racer an edge with an instant speed increase of 50% and superior road grip. The game can be downloaded on Android OS, iOS, Blackberry & Windows platforms and it already has more than 3.5 million downloads.

Speaking on the collaboration, Mr Nitish Bajaj, VP, Marketing, said, “CEAT is extremely excited about the proud association with Dhoom:3. CEAT tyres signify superior grip and world-class quality and Dhoom:3 gives us the best platform to showcase that.” Mr. Prabhakar Tiwari, GM, Marketing, said “Having created a strong brand equity in the commuter segment, CEAT wants to move up it’s imagery in the mind of today’s youth. The association with Dhoom:3 is a natural extension, given the proposition of high speed grip, in both special edition tyre as well as the mobile game.”

On associating with CEAT Tyres, Vice President of Yash Raj Licensing, Rohit Sobti stated, ”

“Our license with CEAT marks the first time YRF has come together with a Tyre Brand . We are excited to work with CEAT on the development of the Dhoom:3 H-Rated tyre, which is sure to deliver bikers a safer and more enjoyable ride!”

Exclusive Dhoom:3 merchandise will also be available at select CEAT stores across the country.

This association of Film Merchandising has been executed by MATES, the Entertainment Unit of Madison Communications, on behalf of CEAT & YRF.

About CEAT Ltd:

CEAT Ltd, the flagship company of RPG Enterprises, was established in 1958. In past campaign activities, CEAT had launched the ‘Be Monsoon Smart’ campaign which tasted great success. In 2012, the ‘Be Idiot Safe’ campaign garnered huge success among the bikers and youth. Today, it is one of India’s leading tyre manufacturers and has a strong presence in both domestic & international markets.

About Yash Raj Films (YRF)        

Yash Raj Films (YRF) is the foremost production company in the Indian film industry and Bollywood’s premier independent studio conglomerate. A number of the industry’s highest grossing films have been produced and distributed under the YRF banner. Located in Mumbai, YRF owns and operates a state-of-the-art fully integrated studio incorporating an elaborate post-production facility, merchandise licensing division, design, marketing, internet and digital departments that annually produce a slate of award-winning films. With its own talent management company, YRF also operates both music and home entertainment labels. YRF manages global distribution of its own films. In addition to Mumbai, distribution offices are maintained in New York, London and Dubai. Recently, the company announced its foray into international production with the opening of YRF Entertainment located in Hollywood. Through its combined resources, YRF is an integral part of the India’s entertainment industry.