January 7, 2012 01:01:42 PM IST Enkayaar, Glamsham Editorial
Rare is an occasion when film stars as diverse hues as a Big B, a John Abraham, a Katrina Kaif, a Lisa Ray, or even a Ranbir Kapoor congregated in the national capital to increase the quotient of salability of the auto products that they endorse. The occasion was the launch of the Auto Show 2011 at Pragati Maidan in Delhi, where these stars were there to grace the mega event.
After all stars and cars are a heady concoction, more so in our country, where the stars are invariably used to push a brand or add market value to it. The surprise of the evening was Big B who graced the occasion to create awareness about the boutique car maker Dilip Chabria's new venture DC Avanti, though he endorses Mahindra's new car venture Force. The reason why Big B choose to endorse was the belief Big B had about Dilip Chabria's car and he choose the occasion to inform as well that with DC Avanti the world should now realize that in the business of car making India is second to none.
AMITABH BACHCHAN, RANBIR KAPOOR, KATRINA KAIF and JOHN ABRAHAM
The occasion was also used by the German car giant Audi to announce that henceforth in India Katrina Kaif would be endorsing their brand, and she was there in Delhi to promote it along with Lisa Ray. Indeed, one can understand how the car makers and the actors feed on each other and why they have a symbiotic relationship. As the film stars spent most of their time on road either driving or even in the vanity vans, they have affinity for vehicles and so for them to try out new brands as also to endorse them is a step forward in their quotient of comfort that they aspire for as they grow in their career.
So we had Ranbir Kapoor as well to promote the new brand of Nissan, Evelia and his sheer presence on the stalls of Nissan ensured heavy footfall at the stall, and the car makers would hope that some of them would get converted into car buyers eventually, after all that precisely is the objective of inviting a film star.
It is not that only the cars were being pushed around, after all an Auto Expo cannot be complete until it has an array of motorcycles and scooters on display as well. And whenever one talks about motorcycles in an exhibition in India, the image of a film star that is immediately conjured up is that of John Abraham, and he was there as well. John Abraham was there to do the job for his brand Yamaha. Incidentally, John Abraham is so much faithful to his bike brand that he chose to use it for both his films FORCE and DESI BOYS.
Such being the organic link between film stars and automobiles, it would only be a matter of time before the film stars start endorsing energy efficient cars and scooters as well. After all, at the back of the mind of the consumer the most pertinent question is 'kitna deti hai'.