XC90 R-Design Volvo made its debut in Bollywood by starring on the movie ‘3 Idiots’ - premiered this year on 25th of December. The movie, much awaited in 2009 was made by Vinod Chopra Films with Raj Kumar Hirani as director.
Volvo Auto India's Managing Director - Paul De Voijs said 'We are delighted to be a part of a big banner Bollywood movie. Bollywood is a cult in India'.
Paul De Voijs added '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. 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'.
The movie - shot along the highest-altitude (worldwide) road, 5,590 metres = 18,340 feet right above the level of the sea. This is the XC90 R-Design landscape, filmed near some of acting elite from Bollywood, like Aamir Khan, Sharman Joshi, R. Madhavan and Kareena Kapoor.
The company stated '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'.
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