Mumbai: Tata Motors has announced a distinctive collaboration between the all-new Tata Sierra and renowned Indian hip-hop artist Divine, bringing together two contemporary symbols of Indian individuality, creativity, and self-expression. The partnership highlights the shared values of authenticity, independence, and cultural confidence that define both the SUV and the artist.
A Collaboration Rooted in Shared Identity
Hip-hop in India has grown into a powerful medium of identity and expression, often reflecting stories of resilience and freedom. The Tata Sierra, a homegrown SUV returning in a modern avatar, mirrors this spirit with its design heritage, upright stance, and emphasis on originality.
Divine’s personal journey — from Mumbai’s grassroots to becoming one of India’s most influential music voices — aligns closely with Sierra’s evolution from an iconic nameplate to a contemporary lifestyle SUV. Both represent Indian ambition shaped on Indian roads and Indian realities.
Freedom as a Common Language
The collaboration positions Sierra and Divine as two entities united by a single philosophy: freedom.
- Freedom of voice, as expressed through Divine’s music.
- Freedom of motion, embodied by the Sierra’s purposeful design and dynamic character.
Together, they stand for individuals who choose to define their own path, who value self-expression, and who remain grounded in their origins even as they reach wider horizons.
Sierra Features in Divine’s New Music Video “You & I”
As part of the collaboration, the Tata Sierra makes a prominent appearance in Divine’s latest music video, “You & I.”
The SUV is showcased not merely as a vehicle but as a visual symbol of confidence, presence, and modern Indian design. Its sculpted exterior and distinct silhouette play a key role in the video’s narrative tone and aesthetic.
The integration is positioned as a cultural moment — where automotive design meets contemporary Indian music, creating a bridge between two creative disciplines that influence a new generation.
A Statement of Originality
Tata Motors describes the association as a celebration of creators who forge their own identity rather than follow convention. The Sierra x Divine collaboration reinforces this message by blending heritage with reinvention — an iconic SUV adapted for a new era and an artist who continues to evolve while staying true to his roots.
Legacy and Evolution
By uniting a reborn Indian automotive icon with one of the country’s leading musical voices, Tata Motors aims to underline a broader narrative: that originality and ambition can coexist with cultural grounding.
The Sierra x Divine partnership is positioned as a tribute to India’s collective creative energy — unfiltered, uncompromised, and confidently modern.
