Ravindra Pisharody, Executive Director, Commercial Vehicle Business Unit, Tata Motors, said, "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. 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 the 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 Tatas 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."

END