Car Makers cash in on Bollywood and Cricket to boost sales in India

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(added few years ago!)

Premium car makers in India have realised that in order to boost their sales in the country, they need to strike a chord with the young generation and, what better way to do this than to pitch in cricketers and Bollywood actors. After losing its top spot to the compatriots Audi and BMW, the German car maker Mercedes-Benz was the first to realise this fact and has associated itself with the youth icon Genelia D' Souza. The actress was present at the showcasing ceremony of the new B-Class Sports Tourer from Mercedes-Benz at Buddh International Circuit in Delhi NCR.

Notably, the new B-class is the only Sports Tourer in the country and to spark the buyers' interest in the new segment, Mercedes-Benz has launched the 'Ultimate Touring Trail' campaign. Under this campaign the buyers get to indulge in adventure sports, accompanied by youth heartthrobs like Genelia D'Souza, Riteish Deshmukh, Kalki Koechlin and Gaurav Kapoor.

Further emphasising the focus on youth, Director, Sales and Marketing, Mercedes-Benz, Debashish Mitra, said, “Rapid globalization and consequent outbound travel of Indians have given them a taste of luxury and adventure. This has sparked a demand for a luxurious touring vehicle best suited for those who are young at heart. Mercedes-Benz India aims to tap into this demand with the introduction of the B-Class sports tourer. This vehicle will provide the highest levels of sporty experience and is ideal to suit the taste of the growing number of Sports Touring aficionados in India.”

BMW did not lag behind in realising the potential of cricket in India; keeping this in mind, it has roped in the cricketing legend, Sachin Tendulkar as its first ever brand ambassador. The move is sure to lure youth and elders in the country alike, who adore cricket and consider Tendulkar to be the 'God of Cricket'. So it's a no-brainer to guess the importance and impact of this association of two icons of India- Sachin and BMW.

Sachin Tendulkar is known to be a car aficionado and owns several high-end cars like the Ferrari 360 Modena, which recently featured in a Bollywood flick as well. He also owns several BMWs including the previous-generation BMW M5 as well as an X5. The association with the cricketer will add to brand's appeal in India as well as overseas since the popularity of the little master is not just limited to India.

Recently, Audi India too managed to grab the limelight in this respect when Abhishek Bachchan was given the first Audi A8 L in the country at the launch of the car. Earlier, the buzz of the town was that Bachchan has booked this epitome of elegance to commemorate the birth of his daughter, Aradhya Bachchan. In the past too, the car maker has shown its liking for the Bollywood actors when it gifted an Audi Q7 to actor Salman Khan. Audi has associated itself with cricket as well and had gifted Yuvraj Singh a white Q5 to mark his achievement of the 'Man of the series' award in 2011 World Cup tournament. Clearly the tactics have worked in favour of the brand, now it remains to be seen, how well it works for its compatriots BMW and Mercedes-Benz.

Tags : Audi, BMW, India, German, Mercedes-Benz, Bollywood, cricketers, Genelia D' Souza, Buddh International Circuit, Delhi, NCR, Riteish Deshmukh, Kalki Koechlin, Gaurav Kapoor, Ultimate Touring Trail, Debashish Mitra, Sachin Tendulkar, God of Cricket, Ferrari, 360 Modena, M5, X5, Abhishek Bachchan, A8 L, Aradhya Bachchan, Q7, Salman Khan, Q5, 2011, Man of the series

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(added few years ago!) / 1481 views
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