Volvo XC90 R-Design will debut on Bollywood’s screen by starring in the most awaited movie of the year ‘3 Idiot’ which is scheduled to release on December 25th, 2009. The movie produced by Vinod Chopra Films and directed by Kumar Hirani cast the crème of the Indian film fraternity- Aamir Khan, Kareena Kapoor, R.Madhavan and sharman Joshi.
Paul De Voijs, Managing Director, Volvo Auto India said, ‘We are delighted to be a part of a big banner Bollywood movie. Bollywood is a cult in India.” He further 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 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 and is shot along the world’s highest altitude road at 18,340 feet above sea level. This is the landscape the Volvo XC90 R-Design was filmed.