Report by OD bureau; Mumbai: Tata Global Beverages (TGB) today announced its brand Tata Tea’s association with Indian Formula 1 driver Narain Karthikeyan and the HRT Formula 1 team for the 2012 Singapore and Indian Grand Prix, scheduled from September 21-23 and October 26-28 respectively.
TGB will be extensively promoting the Tata Tea brand via this association, with prominent Tata Tea logos appearing on the HRT Formula 1 team car and the helmet worn by Narain Karthikeyan. TGB’s association with Narain Karthikeyan, and consequently Formula 1, will also give it a platform to connect with a large global viewership, which is second only to the football world cup.
Speaking about the association, Vikram Grover, vice president, marketing, TGB, said, “We are pleased to partner with Narain Karthikeyan, the first Indian to compete in the coveted Formula 1. Narain reflects the Indian youth’s latent talent awakening to global sports which Tata Tea has been supporting since the launch of its Jaago Re campaign, for example the Tata Tea Jaago Re Inter Milan Soccer Stars programme, which is in its fifth season currently. Narain also cherishes the same values as the Tata Tea brand, which is evidenced by his support to an institution which provides school education and free boarding for female children belonging to the backward and the underprivileged sections of the society. Also, Formula 1’s inherent teamwork, technology, innovation and fitness-centric nature synergises well with TGB’s focus of being a global, health-enhancing, good for you beverages company.”
Narain Karthikeyan, India’s first Formula 1 driver since 2005, said, “The Tata group has supported me since my early days of competition, so it is great to be associated with yet another world-class Tata brand. Tata Tea’s endeavour in awakening India’s latent talent in global sports is known well and has given fruitful results to the country.”
He further added, “TGB’s support will go a long way to help us develop the car and achieve the best possible results during this part of the season. Both the Singapore and Indian Grand Prix are unique events on the calendar and I am really looking forward to them.”
Speaking about the association with TGB, Luis Pérez-Sala, team principal, HRT Formula 1 team, said, “For two seasons now, Tata and Tata Motors have offered important and loyal support for HRT Formula 1 team, and it is a great news that TGB has joined not only Narain’s image but also that of the team for two very important Grand Prix such as Singapore and India. This incorporation is further proof of the good relationship we have with the Tata group, which not only establishes itself but continues to grow at the same time as the team in such a competitive world as is Formula 1.”