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Actor Shah Rukh Khan is the
face of Team Force India for the 2008 F1 season
(PTI
Photo)
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CHANDIGARH: Style and
chutzpah are the two tags that can be pinned easily on the 'king of good times'
True to character, Vijay Mallya has pulled off yet another coup. This time
round, he has managed to rope in Bollywood
badshah
Shah Rukh Khan as the face of Team Force India for the 2008 Formula 1
season.
A high-decibel
multi-media campaign featuring SRK will be unleashed from December 26, aimed at
garnering the support of the Indian masses for the team next season. And the
icing on the cake is that SRK will not charge any money for lending his face to
the team.
Though the content
of the campaign remains a guarded 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 is to use Shah Rukh Khan as the team's brand ambassador. He is famous,
successful and the most potent icon of young and confident 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.
The wheels of the team don't
stop moving with Shah Rukh. The team management is busy giving finishing touches
to an intensive marketing programme aimed at Indian eyeballs, and possibly
cheque books.
"We will be
launching our marketing programme in the second week of January which will be
completely India-centric. Through our activities we want to take India to the
sport and bring the sport to the people of the country," said
Malhotra.