Alliance Tyres, a leading name in the global Off-Highway Tyres business successfully established association with Kangana Ranaut and Jassi Gill starrer Panga which released on 24th January 2020. Blue Bang Media & Entertainment, leading entertainment and brand alliance agency bagged the deal by developing a winning co-branded campaign, blending the movie attributes along with the communication of the brand.

The deal comprised 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.

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. She harbours an inner desire to give a new meaning to her existing role as a wife and mother and takes the decision to come back to the sport despite the challenges of age stereotypes.

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.