GM India & Transformers in marketing tie-up

MUMBAI: General Motors India has tied up with Paramount Pictures and Dreamworks to promote its line of vehicles via Paramount’s latest release Transformers.

The sci-fi movie movie, directed by Michael Bay, is slated to release in India on 17 August. Transformers features several vehicles from General Motors including the Chevrolet Silverado, Chevrolet Cobalt, Buick Lucerne, Pontiac G6 and GMC Yukon. These cars also are the main characters in the movie.

GM India vice president marketing Ankush Arora said, “Our collaboration represents the perfect merging of synergies between GM, Dreamworks and Paramount Pictures. The GM vehicles in the movie are a natural fit with the storyline due to their robust features, styling and design. This is enabling us to reach out to movie buffs worldwide while subtly highlighting the attributes of GM products.”

“GM was the obvious choice for this project as GM vehicles have beautiful lines and a classic look,” Bay added.

The motor company will be rolling out print ads in Mumbai, New Delhi and Bangalore amongst other major cities. An online marketing campaign will also be launched. Gamers can click on to test their combat ability using the skills of the Transformers.

The movie, which collected $155.8 million in the United States in its first-week at the box office, will be released in India in English, Hindi, Tamil and Telegu.

Earlier this year, GM India had also tied up for in-film promotion in Yash Raj Films Saif Ali Khan and Rani Mukherji starrer Ta Ra Rum Pum by placing the Chevrolet Aveo prominently in the movie.