MUMBAI: Tata Motors Passenger Vehicles has unveiled the production-ready version of the SUV Tata Sierra at the Sierra Brand Day, ushering in a new chapter in the legacy of the SUV. Reimagined for a new generation, the new Tata Sierra retains its heritage and distinctive design DNA, embodying freedom, individuality, and the spirit of exploration.
In a specially curated evening that blended glitz, glamour, and cultural resonance, guests witnessed the return of the SUV — from the original 1991 Tata Sierra to its all-new avatar. The event traced the SUV’s journey of design, innovation, and its enduring emotional connection with India. The new Tata Sierra stands as a beacon for those who chase horizons and will be officially launched on 25 November 2025.
Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility (TPEM) noted that on the marketing front the IPL next year will be the mass property used to promote the car. Tata Motors has been associated with the cash rich T20 League for nine years now. He is also hoping that the WPL will perform better. “There will be a lot of budgets going to the WPL. They should give us returns, but this year will be good because the women have won the World Cup. So we expect a lot of interest in the WPL this time.”
He added that the IPL is about both reach and recall. “That’s why it’s so expensive. Because the way it is formatted, it goes very deep. First of all, the teams are local. Commentary is very regional. You have more than 16 different languages of commentary. So, it gives you really good depth. But also, it’s over 70 days. So, there is nothing else that happens in the country around that period.
“I think in India, we are fortunate to have a platform like IPL where you can do reach, you can do awareness building, you can launch brands, you can do everything. It’s left to the marketers’ affordability and imagination, I would say.”
He added that the company is not looking at franchise tie-ups for local marketing. “We are the central sponsor of IPL, so we don’t want to go to franchise tie-ups. The IPL itself goes so deep. You go to every tea shop, IPL is playing there. Whether it’s on a mobile. Of course, the OTT platforms have helped as well. You drive on a road, you see that the van driver is watching IPL. Hearing commentary in his own language. So, we don’t need to go into forced hyper-local.”
OOH will also play a key role in the media mix. “The one thing I can confirm is you’re going to see a lot of outdoors. Outdoor gives us that ability to really showcase the brand we want. It also allows that longevity of visual appeal. Consumers can keep seeing it for a month or two, which probably is not possible with a TVC or a print. So, outdoor is something that we will focus a lot on.”
Digital will also play an important role in marketing. The campaign media mix he said is going to evolve as the company sees how the consumer responds, as it sees how the reaction from consumers are.
He noted that the company can do a TVC anytime. “We have several films. We can do a TVC anytime, but we want consumers to organically discover the product.” The company has not decided oin whether or not to use CTV or music festivals
A video film has been shot in South Africa. He noted that logistically it made a lot of sense. “We could do everything. Very beautiful terrains are seen. Our SUV is an international brand. We are making it in India. And why not go any other way of storytelling? It is very different storytelling. We have just started the story. You will see a lot of story as we keep telling.”
On the media buying front he noted that the PV and CV divisions have never had the same media agency. There has always been independent buying.
When asked about the decision to launch it after Diwali he said, “It’s never good to launch during Diwali. Especially this Diwali, because of GST and you had a lot of logistic issues. It’s a big volume car. So we wanted a relatively little free space, breathing space to launch it. Now is the best time for the launch.
“Earlier our manufacturing plants were full of existing cars. The automotive category really took off after GST. And rather than catering to the current demand, we would have been focussing on this car. We would have lost both ways. It was more of an internal supply chain decision rather than a pure marketing decision.” He added that between now and the IPL, there will be three more launches.
Speaking at the event, Martin Uhlarik, Vice President and Head of Global Design, Tata Motors and Executive Director of Tata Motors Design Tech Centre (TMDTC) said, “The Tata Sierra is much more than a name or a
vehicle; it’s a living symbol of Indian ingenuity and aspiration. For many, the Sierra evokes an everlasting longing—a silhouette glimpsed on the horizon, a feeling that lingers long after the journey ends. Today, that memory transforms into a bold vision for the future. With its timeless silhouette and indomitable spirit, the new Sierra pays homage to its roots while fearlessly embracing what lies ahead.
“Reimagining a legend is not simply an act of nostalgia, it’s a testament to courageous design, innovation and the desire to create something that resonates across generations. The Sierra stands as living proof that design can honour heritage while daring to shape tomorrow.”
The unveiling was elevated by collaborations with brands, each reflecting the Sierra’s ethos of originality and self-expression. Together, these partnerships celebrate the vibrant diversity and creative spirit of modern India, with every collaborator weaving a unique thread into the Sierra’s evolving narrative and inspiring new journeys for generations to come.
Celebrating Collaboration: Tata Sierra x India’s Originals
• Delhi Watch Company – Craft Meets Character
The limited-edition Sierra X Delhi Watch Company timepiece pays homage to the SUV’s bold design. With details inspired by the Sierra’s B-pillar, hidden horse motif, and topographic patterns, this watch is a symbol of individuality and timeless craftsmanship, limited to just 500 numbered pieces.
• DIVINE – Freedom. Every Beat, Every Mile In DIVINE’s latest track, ‘’You & I’’, the Tata Sierra is a co-star, embodying confidence, power, and originality.
This collaboration aims to be a cultural statement, blending rhythm and motion, design and sound, and celebrating the courage to live unfiltered
• Gully Labs – Designed to Express. Built to Explore
Gully Labs’ flagship sneaker, Dvaita, receives a Sierra-style upgrade, fusing streetwear with the SUV’s design language. Topographic lines, a horse emblem, and the signature yellow heel patch celebrate the urge to go beyond, making this limited-edition drop a perfect fit for those who live on their own terms.
• HUEMN – Where Roads Meet Runways
The Sierra × HUEMN capsule distils the SUV’s soul into wearable art. Each piece — from T-shirts to jackets and caps — carries Sierra’s DNA, celebrating freedom, audacity, and the fearless pursuit of individuality through bold yet minimal design.
• Nappa Dori – Heritage Meets Modern Luxury
The Sierra x Nappa Dori collection redefines travel gear with elegant, functional, and enduring pieces. Inspired by the SUV’s silhouette and earthy palette, each accessory is crafted to age gracefully, reflecting a legacy of excellence and thoughtful innovation.
• Starbucks – Brewing Curiosity. Driving Legacy
The Tata Sierra + Starbucks tumbler is more than an accessory; it’s a symbol of shared journeys and mindful moments. Crafted exclusively for the Sierra, it features topographical line patterns and the SUV’s silhouette, echoing the warmth and optimism of early drives and first brews.
