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, 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.”
On associating with CEAT Tyres, Vice President of Yash Raj Licensing, RohitSobti 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.