On the one hand, Bollywood’s most bank-able star. On the other, the country’s most reliable commercial vehicles brand. While one fits into any role with absolute ease, the other masters every terrain with complete nonchalance. Driven, ambitious and versatile, they both have a lot riding on them. But they are both made of sterner stuff, and have what it takes, to bear the ‘load’ of others’ expectations.
Tata Motors, the country’s largest automotive player and among the top 10 truck and bus manufacturers globally, today announced the appointment of Bollywood film star Akshay Kumar, as the brand ambassador for its Commercial Vehicle Business Unit. Indian Cinema’s ‘original Khiladi’ will make his blockbuster entry in this new role at the launch of Tata Motors’ latest offering in Commercial Vehicles, slated in January 2017.
Ravindra Pisharody, Executive Director, Commercial Vehicle Business Unit, Tata Motors, said, “We are delighted to announce versatile and reliable Bollywood actor Akshay Kumar as the new face of Tata Motors’ Commercial Vehicles Business Unit. Akshay embodies dynamism, popularity, machismo, performance and style. More importantly, he blends well with the core values of trust, reliability, responsibility and good leadership of Tata Motors’ Commercial Vehicles Business. Besides, today we are catering to an audience that defines the driven, ambitious, forward-moving, non-stop pulse of India and Akshay understands the pulse of this audience well. That is why, with careful selection and preparation, he goes on to entertain and enthrall his fans with one performance after another. Just as Tata Motors constantly endeavours to understand the ever-changing needs of its customers and builds innovative platforms to provide customised products and solutions catering to different segments. We are confident that Akshay’s popularity will further help complement and articulate the future direction of the Tata Motors commercial vehicles brand.”
Speaking on his association, Akshay Kumar said, “The Tata brand is one that most of us have grown up with and now to be associated with them is indeed an honour. No one understands Indian trucking better than Tata’s and there couldn’t have been a better and more apt brand to promote. It was fun being in the driver’s seat of one of those monster machines, during a product shoot”
Tata Motors’ association with Akshay Kumar for Commercial vehicles will be supported by a high-decibel, multi-media campaign, beginning in the first week of January 2017. Besides products and solutions, Akshay will be actively involved in a host of innovative marketing and customer experience initiatives to be rolled out by Tata Motors.
The last six decades has been exciting for Tata Motors in the commercial vehicles space. Tata Motors has been the market leader in India in Commercial Vehicles with an unparalleled product range from sub 1 tonne to 49 tonne load applications. The company has been a pioneer in introducing innovative platforms like Ace, Prima and building customized solutions for all segments, including the defence business. The company has rolled out a series of initiatives to deliver best customer value, with technology being at the forefront. Today, the Tata Motors stable accounts for more than 70% of the last mile cargo-running mini-trucks in the country.
In its endeavor to make a meaningful contribution to the society, in 2013, Tata Motors conducted a successful pilot initiative ‘Hamare Bus Ki Baat Hai’ with interactive sessions designed with the objective of sensitizing school bus staff, on the safety of children during school bus travel. In 2014, this initiative was launched across the country and today Tata Motors has trained over thousands of school bus staff on school bus safety.