Anil Kapoor's '24' to be backed by vehicle brand
Cars under the brand will also be used in the show.
The Indian version of the show features Anil in the lead role of Counter Terrorist Unit agent Jack Bauer, which was originally essayed by actor Kiefer Sutherland.
"I am 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," Anil said in a statement.
Officials at Tata Motors believe the association offers the brand an "exciting platform to demonstrate the capability of our dynamic cars, which deliver performance and come with rich features".
According to Colors CEO Raj Nayak, this association 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's race against time and how he is powered by sturdy Tata Cars and SUVs,” he added.
The TV show, which also features veteran actress Shabana Azmi, is directed by Abhinay Deo. The date of its telecast is yet to be revealed.