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Colors' 24 and Tata Motors to ride together

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MUMBAI: It has been touted as one of the biggest fiction shows to hit Indian television in a long time. Based on the hit Fox series which ran for eight seasons in the US, Colors‘ long-in-gestation 24 series has already created a buzz because of the fact that Anil Kapoor is associated with it as producer under the banner of Anil Kapoor Film Company. Additionally many key names from Bollywood are working on it: right from acclaimed Delhi Belly director Abhinay Deo who is helming it to Rensil D‘Silva and Bhavani Iyer who have been scripting it.

Colors CEO Raj Nayak saw a lot of promise in the Indian adaptation of 24 when Kapoor approached him and it took barely 20 minutes to decide to put it on his channel. Some of Raj‘s faith in it is bearing fruit. Colors today announced that it has managed to rope in Tata Motors Vehicles as the presenting sponsor.

Ranjit Yadav believes it to be a good opportunity for the company

Speaking on the association Tata Motors Vehicles Business unit president Ranjit Yadav says, "This association with 24 offers us an exciting platform to demonstrate the true capability of our dynamic cars, which delivers performance and comes with technology rich features."



Brand integration will be visible throughout the series as Anil Kapoor and Tata Motors cars and UVs will be racing in action. Nayak points out: "It takes brand partnerships to another level beyond the conventional 30-second commercial." Previously, the channel had also experimented with its brands on Bigg Boss where a lot of its sponsors were seen during the show.

 

The show will be a hit, according to Raj Nayak

Anil Kapoor who plays the role of Jai Singh Rathod, the Indian version of Jack Bauer explains: "In the show, I will be driving Tata Motors‘ dynamic and exciting vehicles in my adventurous quests across terrains to tackle various security threats."

This will be Anil Kapoor‘s first stint on the Indian small screen (he acted in the English version of the series in the US) and will have the pace of a real time narrative. The set which has been developed to look almost like the American version is in Andheri (Mumbai) at Kapoor‘s own studio named Stage 1. Under pre-production and production for more than a year, it was to see the light of day on 1 April. However, Nayak says that everyone had to take care during the adaptation process because of sensitive issues such as religion, terrorism and politics; hence it has taken time.

"It will be a game changer and I genuinely believe it," says an optimistic Nayak.

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