Volvo’s XC90 R-Design makes a big-screen cameo appearance for the first time in India. A red Volvo XC90 R-Design crossover shines on the silver screen in the Bollywood film 3 Idiots, starring Aamir Khan and Kareena Kapoor. The picture, released December 25, was one of the most highly anticipated movies of the year in India, and many industry insiders are dubbing it the Best of Bollywood in 2009.
"We are delighted to be a part of a big-banner Bollywood movie. Bollywood is a cult in India," said Paul De Voijs, Managing Director, Volvo Auto India.
De Voijs goes on to say, "Artistic integrity is crucial for successful brand placements and the utility of the product has to be woven properly into the script.” And 3 Idiots provided a storyline that called for a car that would really play a supporting role.
The movie chronicles the journey of two friends as they search for a third cohort, played by Aamir Khan. The film is set along a spectacular backdrop of scenic beauty: the mountainous Ladakh region. This dramatic and utterly breathtaking area covers the full length and breadth of the country of India. The film was shot along a road at the world's highest elevation – winding an amazing 5,590 meters or 18,340 feet above sea level.
De Voijs says the placement of Volvo’s XC90 R-Design in this Bollywood blockbuster was a natural fit. "The movie and its lead characters emanate vibrancy, energy and sportiness; exactly the qualities represented by our XC90 R-Design. Hence the ideal integration of our brand and the movie," he adds.
The movie 3 Idiots was produced by Vinod Chopra Films and directed by Raj Kumar Hirani, and has an all-star cast comprised of Bollywood acting royalty including Khan, Kapoor, R. Madhavan and Sharman Joshi. Star Aamir Khan has achieved success in many movies since the early part of this decade. Today, the actor typically performs in no more than two movies a year. Co-star Kareena Kapoor is also a hugely popular Bollywood star. R. Madhavan and Sharman Joshi are among the acting elite of Bollywood.
To watch the 3 Idiots trailer, visit www.youtube.com/watch?v=RZ_h6l18dCI.
To learn more about Volvo’s big-time Bollywood star, the XC90 R-Design, go to www.volvocars.com/us/models/xc90/Pages/default.aspx.
Volvo Auto India is relatively new to a huge, fast-growing Indian market – one of the most competitive markets in the world. Volvo first established its presence in India just over two years ago, opening its first dealership in Chandigarh in March 2008. It has dealerships currently in operation in New Delhi, Mumbai, Chandigarh, Hyderabad, Kochi and Pune, and a corporate office in Gurgaon.
To learn more about Volvo India, go to http://www.volvocars.com/in/Pages/default.aspx.