Goodyear India has launched a new marketing campaign centred upon the theme “Take the winning turn” as part of an overall marketing strategy aimed at strengthening its position within India’s consumer replacement market. This campaign kicks off with a new television commercial focusing upon Goodyear’s association with a new movie, Ta Ra Rum Pum, the story of a Nascar driver who fights the odds to become a champion. Goodyear was an obvious choice as a partner in the making of this movie, having been the sole provider of tyre equipment to Nascar since 1997. The company recently signed a deal with Nascar to extend its exclusive association until 2012.

The television commercial, which also emphasises the tyremaker’s 50-year association with Nascar championships, began to be screened in India during the last week of April. The advertisement showcases the “Eagle” range of tyres, which are fitted to Nascar vehicles and in the movie help the star, Saif Ali Khan, to become a champion driver. Products from the Eagle range are available in India both as replacement market tyres and as OE for some premium models, such as all Mercedes Benz cars sold in India.