Colors has announced its association with Tata Motors, with the latter as the presenting sponsor for the Indian adaptation of America’s award-winning TV series, ‘24’.
Elaborating on the association, Ranjit Yadav, President, Passenger Vehicles Business Unit, Tata Motors 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.”
Commenting on the partnership, Raj Nayak, CEO, Colors said, “We are extremely delighted with our collaboration with Tata Motors as 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.”
“We are confident that new wave of hybrid entertainment we usher in will appeal to our advertisers and esteemed viewers alike and thus, pave the way to be the game changers in the industry,” he further said.
The Indian version of espionage thriller ‘24’ has Anil Kapoor playing the lead role of his American counterpart, Counter Terrorist Unit agent Jack Bauer, essayed by Kiefer Sutherland in the original version.