Gurgaon, India (PressExposure) December 22, 2009 -- 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. Produced by Vinod Chopra Films and directed by Raj Kumar Hirani, the film's cast includes the crÃ¨me of the Indian acting fraternity - Aamir Khan, Kareena Kapoor, R. Madhavan and Sharman Joshi.
Aamir Khan has scored resounding successes in all the movies in which he has been involved since the start of the 2000s. Today he is somewhat more restrained in his on-screen output and performs in no more than two movies a year. The female co-star Kareena Kapoor is also immensely popular. The other two stars R. Madhavan and Sharman Joshi, are also among Bollywood's acting elite.
"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," 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.
Link to trailer: http://www.youtube.com/watch?v=LvUWjQqF6-Y