Tata Motors-owned Jaguar Land Rover (JLR) has roped in British adventurer and television presenter Bear Grylls as the long term brand ambassador for Land Rover brand.
Grylls will support Land Rover's activity at a global level and will play an integral part in the global launch of the New Discovery Sport, which will be revealed to the world on September 3, Land Rover said in a statement.
"There are not many people out there that live and breathe the Above and Beyond spirit more than Bear Grylls. He regularly tackles the biggest adventures on this planet, which is why he's such a good fit with Land Rover," Land Rover Brand Experience Director Mark Cameron said.
Commenting on the development, Grylls said: "Land Rover is all about adventure, and adventure has always been in my DNA. For the toughest challenges, a Land Rover is always my vehicle of choice, which is why I'm so proud to be associated with the brand."
Grylls TV shows, Man Vs Wild and Born Survivor, are one of the most watched programmes on the planet with an estimated audience of 1.2 billion.