For the first time in India, Volvo has teamed up with Bollywood for his debut XC90 R-Design in the red part of one of the most anticipated launches of 2009. The distribution of the film, produced by Vinod Chopra Films and directed by Raj Kumar Hirani, brings together the cream of the Indian community of actors: Aamir Khan, Kareena Kapoor, R. Madhavan and Sharman Joshi.

“The film and its main characters radiate vitality, energy and love of sport. These are exactly the qualities expressed in our XC90 R-Design. Hence the perfect symbiosis between our brand and the film, says Paul Voija. The artistic integrity is crucial for a successful brand positioning and value of the product should blend cleverly in the script. His position must be something natural, “adds Paul Voija.

The film chronicles the journey being undertaken by two friends in search of a third compatriot, played by Aamir Khan. With a backdrop, the course of India in all directions, covering the scenic beauty of the mountainous region of Ladakh. The film was shot on the highest road in the world, which rises to about 5 590 meters above sea level

Volvo is a new entrant in India, a huge market in strong growth, one of the most competitive in the world. Volvo has been installed in India there is a little over two years and has since invested heavily in the launch and promotion of the Swedish brand. Volvo Cars, which has a subsidiary in Gurgaon, opened its first dealership in Chandigarh in March 2008 and currently markets its range through dealers in New Delhi, Mumbai, Chandigarh, Hyderabad and Pune Köchl.

Volvo intends to firmly position the brand in the premium segment. India is probably the fifth or sixth largest car market in the world in 2012.