Nissan India has named Bollywood actor Hrithik Roshan as its new brand ambassador, timing the announcement with the world premiere of the Nissan Tekton, its premium mid-size SUV. The partnership anchors Nissan’s “Unmistakable” campaign, which leans on the brand’s 75-year SUV legacy to build an emotional, multi-generational story around the launch.

The ad film opens with Roshan’s character eager to introduce his father to his “new love,” flipping through old family photographs along the way. The narrative builds toward a reveal – the Tekton itself – subtly tying the new SUV back to the family’s original Nissan, positioning the brand’s heritage as something passed down rather than simply marketed. A playful moment between husband and wife over whose voice the car “listens to” doubles as a demo of the Tekton’s Google-powered voice assistant and climate control features, folding product functionality into the story.

The intent is clear: use family warmth to soften what could easily have been a straightforward, feature-heavy automobile ad. The father-son thread, in particular, aims to give the launch emotional weight beyond specs and horsepower.

Where the film runs into trouble is depth. The interactions often feel engineered to hit product beats rather than unfold naturally, leaving the storytelling secondary to demonstration. The female lead fares worse — largely sidelined as a passive presence with little narrative agency of her own. The result is a visually polished film that reaches for genuine emotional connection but settles, ultimately, into familiar aspirational auto-ad territory.