MMUMBAI: Movie marketing firm Interactive Television has activated a strategic publicity tie up between their client Yamaha Motor India Sales and the movie Taxi No 9211 starring John Abraham and Nana Patekar.

As a part of this publicity tie up, Yamaha G5 is planning a series of Co-branded TV spots, radio spots print & cinema advertising, states an official release.

Interactive Television has also undertaken the production for all the co-branded TV spots, cinema advertising and print ads. The company has also been given the mandate for planning and buying the entire media spend, the release adds.

Says Interactive Television director Ajay Mehta, "The Yamaha and Taxi 9211 tie up is another example of the fact that movies are now becoming an important tool for brands to connect with their consumers. Going forward, I feel every advertiser will have to an entertainment strategy as part of their marketing plans.

According to Atul Gupta of Yamaha Motor, "The storyline of Taxi No. 9211 and John Abraham's character in the film led us to venture into such movie tie up. This is first time for Yamaha to have this kind of innovative promotion and we feel, the way the excitement is building up for our G5 brand, we took the right site."