Much Ado About A Truck

Truck majors are using Bollywood stars to promote their commercial vehicles

We have seen Shahrukh Khan behind the wheels of a Santro or Ranbir Kapoor racing a Duster for a while now. But Akshay Kumar or Ajay Devgn promoting trucks? That’s new! Mahindra Automotive, a challenger in the trucking space, bucked the trend by roping in Ajay Devgn as a brand ambassador for its Blazo range of trucks in early 2016. Market leader Tata Motors, too, felt the need to up the ante and roped in Akshay Kumar. The action hero was launched as the face of Tata’s Commercial Vehicle division in late December 2016.