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June 28, 2001
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Money > Business Headlines > Report June 28, 2001 |
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Big B is now all about rediscovering luxurySurajeet Das Gupta
Bachchan will be driving the Sonata to the premiere shows of the film Aks, which incidentally is being produced by AB Corp-a company in which he is the main promoter. Bachchan also plays the lead role in the film which co-stars Raveena Tandon and Nandita Das. The car will be launched by Bachchan in various cities of the country, but initially in Delhi, Calcutta and Ahmedabad. Some other cities, especially in the South, have also been identified. Hyundai executives are however tight-lipped on how much they have paid Big B for the endorsement. For Bachchan, this is the first time he is endorsing a car. Top executives close to the deal say that the idea behind choosing Big B is to showcase the quality and the upmarket nature of the product from the Hyundai stable. While the details are under wraps, sources say the big launch show will be held in Delhi's Siri Fort auditorium. For Hyundai, celebrity endorsement is nothing new. The car company was among the first to do so, roping in Shahrukh Khan in the advertisement campaign to launch the Santro. Shahrukh is endorsing Sonata too, for which he has completed a new campaign, expected to be launched soon. For the Sonata launch, the Korean company roped in advertising agency SSC & B Lintas, which has modelled the campaign around the tag line "Rediscover Luxury." Hyundai is virtually the only company using film stars to endorse their cars. Maruti had undertaken a small project with Hritik Roshan, in which the company donated a car to the star at a concert, which in turn was auctioned by the star for the Gujarat earthquake victims. Powered by YOU MAY ALSO WANT TO READ:
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The Big B is literally in the driver's seat. Korean giant Hyundai Motors has inked a deal with superstar Amitabh Bachchan to endorse the company's new luxury car, Sonata.
