Tata Motors cars to be integrated in ’24’ as part of sponsorship deal with Colors

12 Aug,2013

By A Correspondent

 

If you find only Tata Motors vehicles on the Indian version of ’24’, there’s reason. As part of its association as presenting sponsor, Tata vehicles will be integrated in the the Indian adapatation of the acclaimed American series 24 to be aired on Colors soon.

 

Commenting on the partnership, Raj Nayak, CEO – Colors said, “Our collaboration with Tata Motors  it takes brand partnerships to another level — beyond the conventional 30-second commercials. For the first time, we have effectively integrated the Tata Motors brands with the narrative of 24. The show is all about Anil Kapoor’s race against time and how he is powered by sturdy Tata Cars and UVs.”

 

Raj Nayak

Elaborating on the association,  Ranjit Yadav, President, Passenger Vehicles Business Unit, Tata Motors Ltd, said, “With this association, Tata Motors showcases itself as a creative and innovative brand that always places its customers at the core of its existence. This association with 24 offers us an exciting platform to demonstrate the true capability of our dynamic cars, which deliver performance and come with technology rich features.”

 

Said Anil Kapoor, who essays the role of Jai Singh Rathod, “In the show, I will be driving Tata Motors’ dynamic and exciting vehicles in my adventurous quests across terrains to tackle various security threats. This kind of seamless thinking at every stage of the making of 24 is what enables us to deliver a one-of-a-kind experience to Indian viewers.”

 

It is learnt that parts of the Indian ’24’ which is being directed by Delhi Belly director and well-known adfilm-maker Abhinay Deo, were reshot after the deal with Tata Motors was inked to enable the integration.

 

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