24 October, 2016
Tata Motors today announced its association with Excel entertainment for their upcoming film, Rock On 2, where the company’s latest flagship offering, Tata Hexa will feature in the movie starring Farhan Akhtar, Shraddha Kapoor, Arjun Rampal, Purab Kohli, Prachi Desai and Shashank Arora directed by Shujaat Saudagar.
Commenting on the association, Mr. Vivek B Srivatsa, Head-Marketing for Passenger Vehicle Business Unit (PVBU), Tata Motors Ltd said. "Rock On 2 is about every generation finding its voice and now with the new HEXA, every generation will find its drive. We believe that our association with Excel Entertainment for Rock on 2 is compelling, relevant and thus complements the core movie communication. Rock On 2 portrays the beauty of music which is craved by every generation; much similar to the HEXA which appeals to customers for its CONNECTNEXT Infotainment system and overall driving capabilities"
Rock On 2 paints a canvas much larger than the iconic first part; Rock On. At the heart of the story comes an ideology about music; something that cannot be nurtured in a competitive environment, it comes from the heart, connects people and breaks barriers across genres, regions and personal gains. Displaying younger generation through new sounds and tunes which could go on to become the melody of a new India.
Tata Hexa is equipped with new-gen CONNECTNEXT Infotainment system, with ergonomically placed 5" touch screen, exclusively designed by Harman, features voice recognition and smart phone integration. Utilizing Harman’s unique technology, the JBL branded 10 speaker system with High fidelity audio reproduction and Harmonic richness will transform the vehicle into an elaborate sound system giving a personalized home theatre experience. Tata Hexa packs an aggressive attitude and delivers absolute comfort, with a confident design, personifying Tata Motors passenger vehicle division’s newly defined IMPACT design language.
Commenting on the association Excel Entertainment said "We are delighted to associate with Tata Motors for Rock On 2. The journey has been tremendously exciting for us, with the partnership going to be a win-win situation for both brands. We hope to associate on future projects as well".
Slated to hit theatres worldwide on November 11, 2016, Rock On 2 will also feature a range of vehicles from Tata Motors, including the Safari Storme and Xenon. In addition to on-screen, Tata Motors’ association with ‘Rock On 2 ‘seamlessly flows into the off-screen arena entailing a series of initiatives including the ‘Carpool Karaoke’ across social media platforms, alongside exciting customer engagement activations, with the star cast.
Tata Motors is at a defining juncture in its evolution as it gears up to disrupt the passenger vehicles’ industry with path-breaking offerings. The offerings given to consumers with innovative marketing is an equally important area of focus for the company. Taking its marketing strategy to the next level, Tata Motors will continue to create fascinating communication campaigns for the business and its brands to connect with its customers innovatively.
About Tata Motors:
Tata Motors Limited is India’s largest automobile company, with consolidated revenues of INR 2,75,561 crores (USD 41.6 billion) in 2015-16. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, South Africa and Indonesia. Among them is Jaguar Land Rover, the business comprising the two iconic British brands. It also has an industrial joint venture with Fiat in India. With over 9 million Tata vehicles plying in India, Tata Motors is the country’s market leader in commercial vehicles and among the top in passenger vehicles. Tata cars, buses and trucks are being marketed in several countries in Europe, Africa, the Middle East, South Asia, South East Asia, South America, Australia, CIS and Russia.