Volvo XC90 R-Design makes its first appearance in Bollywood with 3 Idiots. Starring Aamir Khan and Kareena Kapoor, the film will be released on December 25.
"We are delighted to be a part of a big banner Bollywood movie. Bollywood is a cult in India," says Paul De Voijs, Managing Director, Volvo Auto India.
For the first time in India, Volvo Cars gets associated with Bollywood with the debut of its red XC90 R-Design in the most awaited releases of 2009 - 3 Idiots.
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"The movie and its lead characters emanate vibrancy, energy and spottiness; exactly the qualities represented by our XC90 R-Design. Hence the ideal integration of our brand and the movie," says Paul De Voijs.
"Artistic integrity is crucial for successful brand placements and the utility of the product has to be woven properly into the script. The placement should be a natural fit," Paul de Voijs further adds.
The film is about the journey two friends undertake in their search for a third compatriot, played by Aamir Khan. The backdrop of the movie is along the length and breadth of India, covering the scenic beauty of the mountainous region of Ladakh. The film has been shot along the world's highest-altitude road, at 5,590 metres or 18,340 feet above sea level. The landscape is dramatic and breathtakingly beautiful.
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