Nissan India has announced Bollywood actor Hrithik Roshan as its new brand ambassador. The partnership coincides with the world premiere of the Nissan Tekton premium mid-size SUV.

Drawing on the brand's 75-year SUV legacy, the campaign unfolds through a multi-generational family narrative designed to create an emotional hook.

The ad film opens with a son, played by Roshan, wanting to introduce his father to his 'new love,' as he browses old pics while going down memory lane. The film culminates with Roshan revealing his new Tekton as the object of his affection to his father, subtly linking the new vehicle to the family's original Nissan SUV, underscoring the brand's enduring heritage and legacy. A light-hearted exchange between the husband and wife over who the car 'listens to' doubles up as a demonstration of the car's Google-powered voice assistant and climate control capabilities, showcasing its connected technology.  

What we think about it: The father-son and husband-wife dynamics attempt to inject warmth into what could otherwise have been a conventional feature-led automobile commercial. While the emotional setup is promising, the storytelling ultimately falls short, only serving as a product demonstration, making the interactions appear somewhat forced rather than organic. The female protagonist is largely reduced to a passive observer, with little agency or meaningful contribution to the narrative. Overall, despite its cinematic polish, the film doesn't quite achieve the emotional resonance it aims for, settling instead for an aspirational narrative typical for automotives.