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Why do stars launch cars?

Most motorshows across the globe have one star the mean machines. In India, though, the story is different Bollywood is as big as the cars on display.

entertainment Updated: Jan 08, 2012 00:28 IST
Vaishali Bhambri

Most motorshows across the globe have one star the mean machines. In India, though, the story is different Bollywood is as big as the cars on display.

At the ongoing Auto Expo in the city, while actor Amitabh Bachchan unveiled the DC Avanti, Ranbir Kapoor unveiled the Nissan Evalia, John Abraham launched a Yamaha scooter and Katrina Kaif unveiled the Audi Q3 2.0T Quattro.

Social observers say this only goes to show how India places star-power above superior technology.

“I don’t think manufacturers have confidence in their products, so they get celebs,” says marketing guru, Suhel Seth. Ad guru Alyque Padamsee agrees.

“A wise decision will be to get a celebrity car collector instead of stars,” he says.

No major international motor show, including the ones in Tokyo, Paris and Frankfurt, is known to feature stars only models are seen posing next to the swanky vehicles. However, some feel celebs strike a chord with customers.

“Stars unveiling cars help drive home the message easily and more forcefully,” says Kanchan Chhabria, CEO of Dilip Chhabria’s automobile design firm.