MUMBAI: P9 Integrated, the 360 degree entertainment marketing company of Percept Ltd, has created co-branded association for Tata Photon with Fast and Furious 5, the latest film of The Fast and the Furious film franchise.

In this alliance, P9 Integrated has worked on the concept of "getting more time through more speed". With Tata Photon‘s tagline ‘Get Speed Get time‘, P9 Integrated made the commercials keeping speed in mind as it is also integral with the theme of Fast and Furious 5.
 
Speaking on the association, P9 Integrated COO Pritie Jadhav said, "P9‘s endeavour has always been to create a perfect marriage for the brands and the movies they are associating with. The idea of making any co-branded association successful is to make sure it is not just beneficial to the brand but also to the movie during promotions."

P9 Integrated has created three commercials of 30 seconds, 15 seconds and 10 seconds each for the association. The whole visual was created using shots from the movies, animations and product shots. Along with these shots of character from the film, speeding moments and racing cars were also used.
 
Said Paramount Pictures, Head of Marketing Jacinto Fernandes, "We are happy to partner with Tata Photon for Fast & Furious 5. The film itself is a big franchisee and it‘s a win-win situation for both. The film is already a big hit worldwide and we are expecting that the film will be the biggest blockbuster movie in India this summer."
 
P9 also worked on the association of Fast & Furious 4 with Bajaj Pulsar and Force India F1.