This is the second time that a CV maker has roped in a brand ambassador. After Mahindra roped in Ajay Devgan to promote its Blazo truck range, Tata Motors has engaged Akshay kumar as its CV brand ambassador. A movie actor, and known for his action hero roles in many Hindi movies, Akshay Kumar will be a part of the high-decibel, multi-media campaign Tata Motors is said to be working on to promote its wide CV range. Tata Motors is a leader in the CV sector in India with an estimated market share of close to 50 per cent. It is present in the 500 kg to 49-tonne CV range. Ravi Pisharody, Executive Director, Commercial Vehicle Business Unit, Tata Motors, expressed that Akshay Kumar was chosen because he is versatile and reliable, and blends well with the core values of trust, reliability, responsibility and good leadership.