The Tata group has appointed Narain Karthikeyan, the racing champion as the group's brand ambassador. The group, as the title sponsor, will support Karthikeyan in the forthcoming Formula Nippon season.
According to industry sources, Narain's association with the Tatas will provide the opportunity to leverage the natural linkage between fast action motor sports and Tata's brands such as Indica, Safari, Sumo, and Titan Fast Track, amongst others.
Narain's contract with Ford India is expected to expire shortly. The Tata group is expected to utilise its contract with the racing champ for endorsing other group products and services. The Formula Nippon series, in which Narain will be participating, will be broadcast on DD Sports and ESPN.