Colors, one of India's leading Hindi General Entertainment Channels, today 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. 24, an espionage thriller that plays out in real-time, is an unprecedented success worldwide, and its Indian version 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.
Elaborating on the association, Mr. Ranjit Yadav, President, Passenger Vehicles Business Unit, Tata Motors Ltd, said, "Tata Motors is proud to be associated with the grand entry of 24 in an Indian adaptation on COLORS. With this association, Tata Motors showcases itself as a creative and innovative brand that always places its customers at the core of its existence. We, at Tata Motors, are at HORIZONEXT now, passionately committed to anticipating our customers' needs and providing the best vehicles and experiences that excite our customers globally. 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 added.
On this association, Anil Kapoor, who brilliantly essays the role of Jai Singh Rathod, said, "I am extremely thrilled about our association with Tata Motors as the presenting sponsor for 24. In the show, I will be driving Tata Motors' dynamic and exciting vehicles in my adventurous quests across terrains to tackle various security threats. Together with COLORS, we have ensured that every element of the show is in sync with each other. This includes the values of resilience and performance that 24 and Tata Motors stand for. 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."
Backed by a talented creative team, 24's unique real-time narrative, iconic sets, slick editing and high-definition recording will create a superlative experience for Indian viewers.