MUMBAI: Yash Raj Films’ TaRa Rum Pum is gearing up for release this Saturday and with that one will see brands such as General Motors India’s Chevrolet Aveo, Good Year Tyres, Castrol etc gaining prominence on the silver screen.

General Motors India has launched a marketing initiative in connection with the movie, which stars the ambassadors for the Chevrolet Aveo, Rani Mukherji and Saif Ali Khan.

The major production from Yash Raj Films features cars, racing and excitement. Directed by Siddharth Anand, the story revolves around the most popular racing league in the United States, NASCAR.

Khan plays the lead as a stock car racing champion for Chevrolet. This is in line with the Aveo’s ‘Now that’s Performance’ tagline. Chevrolet’s association with TaRa Rum Pum reinforces the brand’s values of performance, substance and style, all of which are suitably depicted by Rani and Saif, who appear in the movie as a contemporary urban couple based in New York.

GM India director marketing Anisha Motwani said, “Unlike some of the other in-film placements where brands are force-fitted, TaRa Rum Pum has a storyline woven around cars. The theme revolves around car racing and seamlessly showcases the performance, style and substance of Chevrolet cars in the most engaging manner.”

GM India is also organizing a contest around the launch of the movie, which will be promoted on television and print. Viewers will have the opportunity to test drive the Chevrolet vehicle of their choice at any GM India dealership. They also can fill out a lucky draw form after answering some questions about the movie. A winner will be selected from the entries collected over a period of four weeks after the all-India release of the movie on 27 April. The winner will receive a Chevrolet Aveo.

“The tie up with Chevrolet is an organic fit, being completely in-sync with the creative direction of the film. Yash Raj Films prides itself on delivering value to its associates on any film project. This association is an example of what can be achieved when the brand and the film company both go the extra mile,” said Yash Raj Films marketing head Tarun Tripathi.