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- Mar 15, 2024
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The ‘Man vs Wild’ adventurer, Bear Grylls, is reckoned across the world for his dare-devilry expeditions from Antarctica to the Artic and his unique survival instincts. Jaguar Land Rover (JLR) has signed Grylls as the face of its brand as it is gearing up for the launch of its Discovery family, which will kick off with the debut of the new Discovery Sport on September 3, 2014.
The British SUV maker believes that Grylls embodies Land Rover’s ‘Above and Beyond’ spirit. The company also states that the popular adventurer will support Land Rover’s activity at a global level, and will also play an integral part in the global launch of the New Discovery Sport, which will be revealed to the world next month.
Commenting about his association with JLR, Grylls said, “I’ve used Land Rover vehicles throughout my life, during my military career, on countless expeditions and then while filming, from deserts and jungles to the highest mountains. They always deliver a rugged reliability that you can always count on when the chips are down in hostile environments.”
Grylls will also mentor Land Rover's next-generation Explorer, 22-year-old Alex Woodford, during a high-adrenaline adventure later this year. Woodford won the Discovery Adventure Challenge in February, this year, where she competed against four other explorers in a series of challenges which included a demanding slalom drive on the slopes with a 180kg sled pull, and a fast and furious kayak race across Lake Geneva.
Mark Cameron, Brand Experience Director, Land Rover, explains, "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. We look forward to working with him and taking our customers on the adventure of a lifetime with Bear."
Grylls TV shows, Man Vs Wild and Born Survivor, are one of the most watched programmes across the globe with an estimated audience of 120 crore.
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