CEAT Dhoom 3 Special Edition Hi-Speed Grip Tyre in stores now

The Mumbai based, popular tyre manufacturer company CEAT has collaborated with Yash Raj Films Licensing to launch special edition Hi-Speed Grip tyre under the name of their upcoming movie Dhoom 3, releasing on 20th of December, 2013. The movie is loaded with lots of motorcycle action, which appeals the bikers more, and that is the reason why all the biking related brands are willing to be a part of it. BMW Motorrad is the official bike partner of the film, whose bikes have been used in the movie. Recently, India's leading helmet manufacturer Steelbird collaborated with the group to launch official Dhoom:3 helmet range and many other companies partnered for the exclusive Dhoom 3 merchandise, which are already available in the stores. The CEAT D:3 Tyre 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:3 Tyre 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.