All Dhoom and no gloom for CEAT's new tire

ERJ staff report (TP)

Mumbai, India − Yash Raj Films Licensing and CEAT Tyres have collaborated to launch a specially licensed Dhoom-3 branded tire, reported Yatharth Singh Chauhan for Motoroids.

The tire was unveiled at YRF Studios during the showcase of the film’s merchandise product line last month.

The Dhoom-3 tire is ‘H’ ranked and is rated to provide “excellent” performance up to a speed of 210 kph. The latest limited edition CEAT tire comes with the Dhoom-3 trademark inscription.

As part of the brand integration campaign, CEAT has also associated with YRF Licensing & 99 games for the launch of the official Dhoom-3 video game − CEAT Nitro booster. The game can be downloaded on Android OS, iOS, Blackberry and Windows platforms and already has more than 3.5m downloads.

Prabhakar Tiwari, GM, CEAT Marketing, said: “Having created a strong brand equity in the commuter segment, CEAT wants to [raise its profile with] today’s youth. The association with Dhoom-3 is a natural extension, given [its] high speed grip, in both [the] special edition tire as well as the mobile game.”

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Full story from Motoroids