New Delhi: TrucksUp, India’s integrated digital platform for the trucking ecosystem, has appointed Bollywood actor Ajay Devgn as its official brand ambassador, marking a major step in the company’s brand-building strategy as it seeks to strengthen its presence across the country’s logistics and transportation sector.
The partnership brings together one of India’s most trusted actors with a platform focused on transforming the trucking ecosystem through technology, trust, and innovation. TrucksUp said the association is expected to deepen its connect with truck owners, drivers, fleet operators, transporters, and other stakeholders across the logistics value chain.
The announcement also marks the launch of the company’s new brand movement, ‘TrucksUp – Ab Apni Chalao’, which positions the platform as a one-stop digital solution supporting the entire commercial vehicle ownership lifecycle.
According to the company, the campaign is designed to increase brand awareness, strengthen customer trust and recall, and expand its reach among truck owners, drivers, fleet operators, transporters, MSMEs, logistics companies, and business associates across India.
The integrated marketing campaign will be rolled out across multiple platforms, leveraging Ajay Devgn’s nationwide appeal to connect with audiences in metros as well as Tier-II and Tier-III cities and key logistics corridors. TrucksUp aims to establish itself as the preferred technology-driven platform for the trucking community by making digital solutions more accessible and relatable.
Commenting on the partnership, Sarthak Elwadhi, Co-founder, TrucksUp, said, “Ajay Devgn’s association marks a defining milestone for TrucksUp. His credibility, resilience, and strong connection with people perfectly align with our vision of empowering India’s transport community through technology and trust. More than a celebrity endorsement, this partnership strengthens our emotional connection with truck owners and transporters. Through our campaign, ‘TrucksUp – Ab Apni Chalao,’ we aim to inspire greater confidence in digital adoption while reinforcing TrucksUp as the most trusted platform for India’s trucking ecosystem.”
The company said the collaboration is also expected to enhance its credibility among industry stakeholders, including OEMs, financial institutions, insurance providers, fuel partners, and government bodies. By associating with Ajay Devgn, known for his consistency, integrity, and reliability, TrucksUp aims to reinforce consumer confidence while positioning itself as a dependable technology partner for India’s transport community.
With the launch of the ‘Ab Apni Chalao’ campaign, TrucksUp is looking to accelerate its next phase of growth by combining technology-led solutions with a strong emotional brand narrative, encouraging greater digital adoption across India’s trucking ecosystem while strengthening its leadership position in the logistics technology space.
