Blue Bang Media & Entertainment Pvt. Ltd creates co-branded campaign through a common narrative between the film and the brand

Alliance Tyres, a leading name in the global Off-Highway Tyres business successfully established association with Kangana Ranaut and Jassi Gill Starrer Panga, one of the most talked about movies of the year which is scheduled for release on 24th January 2020. Blue Bang Media & Entertainment, leading entertainment and brand alliance agency bags the deal by developing a winning co-branded campaign, blending the movie attributes along with the communication of the brand.

The deal comprises a massive co-branded TV & Digital campaign on leading platforms like Voot, Zee5, Sony Liv, MX player, Youtube, Facebook and Instagram. The brand communication goes in sync with the movie attributes conveying one shouldn't let their dreams die and that It's about coexisting and helping each other which will help in achieving goals and, because then how else one will take Panga ?

The notable features of the brand inherently align itself to the theme of the film and the main character of the film, a forgotten kabaddi world champion portrayed by Kangana Ranaut assembles an inner desire to give a new meaning to her existing role as a wife and mother and takes an ingenious decision to come back to the sport despite the challenges of age stereotypes and a new generation complexities which creates an upheaval in her life as she is torn between family responsibility and love for the sport.

Alliance Tyres a leading name in the global Off-Highway Tyres business which has presence in over 120 countries across 6 continents. The brand is well known for its ability to provide customers, application-specific & purpose-built Tyres because their primary focus is on creating value by pushing its limits and overcoming challenges. The essence of the brand and the characters alongside the plot line comes alive in this co- branded campaign. In addition, a meet and greet between Alliance Tyres and star cast of the film will be organised as a part of the association.



Talking about the association, Mr. Harinder Singh, President - APAC, Alliance Tyres stated, `At Alliance tyres we know what it means to dream big and that is why today we are one of the leading farm tyre brands in the country and the world. We identified with the same spirit in this movie and the fact that it features a sport so intrinsic to our Indian roots.` Alliance is a part of Yokohama, one of the world's biggest tyre companies.

Mr. Anuj Sharma, General Manager - Branding, Blue Bang Media & Entertainment, stated, `Brand Alliance tyres and Panga both revolves around power, strength and commitment which creates seamless synergy between the brand and the film, powerful star cast of the film was an added advantage especially considering the brand TG and focus markets. Also, it was a perfect opportunity for us to break the cliche where a macho personality has to talk about the brand being a rough and tough product, instead we focused on the communication and attributes of both the brand and the film. Lead actor Kangana Ranaut and Jassie Gill have added great value to the association. We at Blue Bang look forward for creating optimise entertainment driven brand solutions.