Toyota Kirloskar Motor (TKM) has roped in music composer and two-time Oscar winner A.R Rahman as brand ambassador for its small car Etios to be launched in December.
Rahman will endorse the Etios through various marketing campaigns, the company said Friday.
“There is a very strong connect between the product and its brand ambassador, with both being global, innovative, reliable, and a class-above quality,” said Hiroshi Nakagawa, managing director, TKM.
The new Toyota hatchback is said to have been designed for the mass volume segment of the Indian market and will compete in the Rs.3-5 lakh price band.
“I believe real quality is created when skill meets dedication, when insight meets inspiration, when passion meets perfection. This is why I am happy to be associated with Toyota. The same values drive Toyota in whatever they do,” said Rahman on his association with Toyota.
Sandeep Singh, deputy managing director, marketing, said the Toyota brand in India would get stronger and far-reaching “with Rahman in our multi-media campaigns”.