The news is out today. After announcing a strategic association with the Sahara India Parivar a week or so ago, the now re-named Sahara Force India team announced a tie-up with the King of Bollywood Shah Rukh Khan and his upcoming movie Ra.One. This association will be a one-race association for the Indian Grand Prix.
Movie associations aren’t new in Formula1 and Red Bull Racing have famously associated with Superman Returns and Star Wars in the past. This movie association should go a long in way in promoting both brands in different territories. This association is also a first for a Bollywood movie to be associated with Formula1.
Shah Rukh Khan isn’t new to Formula1 or Sahara Force India. He has visited many Grand Prixs in the past and has been promoting the Sahara Force India team via a TVC since the team’s launch in 2008. We shall also see the King Khan ‘raise the flag‘ for the Sahara Force India team at the Indian Grand Prix! Have you?