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P9 Integrated helps Tata Photon speed its way with Fast and Furious 5

Creates co-branded association for Tata Photon with the movie Fast and Furious 5; launches 3 TVCs.

BestMediaInfo Bureau | Delhi | May 10, 2011

P9 Integrated, the 360 degree entertainment marketing company of Percept Ltd, has created co-branded association for Tata Photon with the movie Fast and Furious 5, the latest installment of The Fast and the Furious film franchise.

In this alliance, P9 Integrated has worked on the concept of “getting more time through more speed”. With Tata Photon’s tagline ‘Get Speed Get time’, P9 Integrated made the commercials keeping speed in mind as it is also integral with the movie Fast and Furious 5’s theme.

P9 Integrated has created three commercials of 30 seconds, 15 seconds and 10 seconds each for the association. The whole visual was created using shots from the movies, animations and product shots. Along with these shots of character from the movie, speeding moments and racing cars were also used. The voice over in the promo speaks about getting more time with more speed, which connects to movie, wherein the faster you are the better and more time you get.

Tata Photon is strongly positioned on ‘getting more time for self’ which is enabled with the high speed internet service of Tata Photon and resulting in more time. The association with F&F5 is not just another film association. In this edition of Fast and Furious, the importance of “Speed” is in the context of “Time” which is where we are glad to associate with the film as it further brings alive our brand positioning in a relevant and engaging manner with the film setting, said Shashank Pore, Head Brand Communication & VAS, Tata Teleservices Limited.”

On behalf of Paramount Picture, Jacinto Fernandes, Head of Marketing, Paramount Picture said, “We are happy to Partner with Tata Photon for the movie Fast & Furious 5. The film itself is a big franchisee and it’s a win-win situation for both. Fast & Furious 5 is already a big hit worldwide and we are expecting the movie to be biggest blockbuster movie in India this summer.”

Speaking on the association, Pritie Jadhav, COO, P9 Integrated said, “P9’s endeavour has always been to create a perfect marriage for the brands and the movies they are associating with. The idea of making any co-branded association successful is to make sure it is not just beneficial to the brand but also to the movie during promotions.”

P9 also worked on the association of FAST & FURIOUS 4 with Bajaj Pulsar and Force India F1. Recently, P9 Integrated created history by coming out with India’s first Advertiser Funded song. Previously, P9 Integrated has also handled the co-branded association for brands like Force Motors, Godrej Interio, Gojiyo, Dixcy Scott and for films like Dabangg , Anjaana-Anjaani.


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