Volvo XC90 Meets 3 Idiots in Bollywood

Volvo XC90 R-Design made its Bollywood debut by starring in the ‘3 Idiots’ movie which will be premiered on December 25. Considered as one of the most awaited releases of 2009, the movie was produced by Vinod Chopra Films and directed by Raj Kumar Hirani.

"We are delighted to be a part of a big banner Bollywood movie. Bollywood is a cult in India," said Paul De Voijs, Managing Director, Volvo Auto India.

“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," added 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 concluded.

The movie has been shot along the world's highest-altitude road, at 5,590 metres or 18,340 feet above sea level. This is the landscape the XC90 R-Design was filmed alongside some of Bollywood’s acting elite, such as Aamir Khan, Kareena Kapoor, R. Madhavan and Sharman Joshi.

“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,” a company statement reads.

The 3 Idiots trailer can be watched below: