Tata Motors recently announced its association with Excel entertainment for their upcoming film, Rock On 2. The Hexa will feature in the movie starring Farhan Akhtar, Shraddha Kapoor, Arjun Rampal, Purab Kohli, Prachi Desai, etc.
According to the entertainment company, “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. It displays the younger generation through new sounds and tunes which could go on to become the melody of a new India.”
The Tata Hexa is equipped with the ConnectNext infotainment system and a 5 inch touch screen, designed by Harman. This model features voice recognition and smart phone integration. Utilizing Harman’s technology, the JBL branded 10 speaker system is said to transform the vehicle into an elaborate sound system giving a home theatre experience.
Slated to hit theatres on November 11, 2016, Rock On 2 will also the Safari Storme and Xenon. In addition to on-screen, Tata Motors’ association with the movie flows into the off-screen arena entailing a series of initiatives including the ‘Carpool Karaoke’ across social media platforms, alongside customer engagement activities, with the star cast.
Commenting on the association, Excel Entertainment said that they are delighted to associate with Tata Motors for Rock On 2. The journey has been tremendously exciting for them, with the partnership going to be a win-win situation for both brands. They hope to associate on future projects as well.
Commenting on the association, Vivek B Srivatsa, Head-Marketing for Passenger Vehicle Business Unit (PVBU), Tata Motors, 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.”