True to character, Vijay Mallya has pulled off yet another coup!
This time round, he has managed to rope in Bollywood badshah Shah Rukh Khan as the face of Force India for the 2008 Formula 1 season.
A high-decibel multi-media campaign featuring SRK will be unleashed from December 26, aimed at garnering the support of the Indian masses for the team next season. SRK will not charge any money for lending his face to the team.
"While exploring various options, we thought the fastest way to announce our arrival in the country was to use Shah Rukh Khan as the team's brand ambassador. He is famous, successful and a potent icon of young India.
Those are the same values that the team is trying to project on the biggest stage of motorsports. The advertising campaign will convey the message that India has arrived," said Vikram Malhotra, marketing head of Force India.