MUMBAI: Bajaj Auto has partnered with Hollywood movie Fast & Furious 4 for a co-branded campaign.

The co-branded TVC campaign features visuals of Bajaj Pulsar and Fast & Furious 4 and has been conceptualized by P9 Integrated. The speed and race quotient in the film is interwoven in this campaign.

A 30 second co-branded TVC has been created using relevant footage from the film Fast & Furious 4. The TVC has shots of racing from the movie interspersed with shots of Bajaj Pulsar from their ad. The key message of the campaign is to reiterate the fact that when it’s about speed Bajaj Pulsar rules the game and also to announce the 2009 edition of Bajaj Pulsar.

The commercial is currently on air on various sports and male centric channels like Espn, Neo Cricket, Zoom, Network 18 Channels, UTV, UTVi etc. This co-branded TVC campaign will be on air for two weeks.

Bajaj Auto general manager marketing Milind Bade says, "Bajaj Pulsar has always stood for Performance. The complete synergy in Pulsar brand values and Fast and Furious the movie is what makes this co-branded campaign highly effective."

P9 Integrated head – branding Pritie Jadhav adds, "Seeing the similarities between the brand, Bajaj Pulsar and the movie Fast & Furious 4 we identified a seamless connect between the both, as they both symbolize speed and racing. This triggered the conceptualization of the association. The objective of the co-branded campaign was to harp on the popularity of the franchise and target the audience that the movie attracts.  This association will help the brand talk directly to their TG i.e. people who love sports, racing and adventure."

Fast & Furious 4 was released by Paramount Films of India in English, Hindi, Tamil and Telugu.