Though the content of the campaign remains a secret, the underlying message of the media blitz will be that Force India is a team powered by 'a billion hearts and souls'.
"While exploring various options, we thought the fastest way to announce our arrival in the country was to use Shah Rukh Khan as the team's brand ambassador. He is famous, successful and a potent icon of young India.
Those are the same values that the team is trying to project on the biggest stage of motorsports. The advertising campaign will convey the message that India has arrived," said Vikram Malhotra, marketing head of Force India.
Hey, this news is true! I got more detailed information here: http://f1chronicles.com/2007/12/25/force-india-f1-to-unleash-marketing-blitzkreig/ , I think maybe this is a wise choice. You know, in India Shah Rukh is a master at the game of Bollywood and the art of persistence. Even We can say that he has "an Elvis-like effect". Though he is not great-looking. Also, he is not a great actor always. Nor is he a superb dancer. But then, how has he ruled Bollywood for some 15 years. A book I found recently ---"King of Bollywood: Shah Rukh Khan" : http://dealstudio.com/searchdeals.php?deal_id=74591 seems very good. In it, I even find that he presents something like an Indian soul in a western persona. I think if you want to know more about him, this book is a good choice. And I believe that with Elvis' power, Formula 1 in India will get its development. Love Shah Rukh!
Posted by: Carl | December 25, 2007 6:14 AM | Permalink to Comment