Bollywood movie 3 Idiots will hit the screens today and Volvo XC90 R-Design SUV will become a star overnight. Ahem…What’s the connection you might ask?

Well, Volvo India has never until now been associated with the Hindi Cinema industry but with this new movie 3 Idiots starring Aamir Khan, Kareena Kapoor, R. Madhavan and Sharman Joshi produced by Vinod Chopra Films and directed by Raj Kumar Hirani, a passion red coloured Volvo XC90 R-Design SUV certainly has a pivotal role to play in the plot.

Volvo India, the wholly-owned subsidiary of Volvo Car Corporation had launched its new variant of its luxury Sports Utility Vehicle XC90 in October 2008 costing Rs 58 lakhs (ex-showroom, Delhi), equipped with 32 valve V8 4.4 L petrol engine that produces 315 bhp. The Volvo XC90 R-Design comes in five colour options of which Passion Red is exclusive to the variant.

This model which stands on 19” wheels, will feature a host of sporty features like sport-tuned chassis, sports calibrated steering, sophisticated stability control techniques and quad tailpipes. The interiors of the SUV are equally breath taking with the new instrument cluster with blue backlighting and quality seats.

Paul De Voijs, Managing Director of Volvo India is quite elated with Volvo XC90 R-Design playing a prime part in the movie and says Bollywood being a cult in itself in India, the movie and its lead characters emanate vibrancy, energy and sportiness; exactly the qualities represented by XC90 R-Design. He also is happy that there has been a ideal integration of the Volvo brand and the movie and stated that “Artistic integrity is crucial for successful brand placements and the utility of the product has to be woven properly into the script. The placement should be a natural fit”.

The flick revolves around a plot about the journey of two friends in search for their long lost third companion played by Aamir Khan. The backdrop of the movie is along the length and breadth of India, covering the scenic beauty of the mountainous region of Ladakh. The film has been shot along the world’s highest-altitude road, at 5,590 meters or 18,340 feet above sea level. The landscape is dramatic and breathtakingly beautiful.

Volvo Auto India, which was erstwhile called as Volvo Car India is trying hard to tap in the fast-growing and most competitive Indian Auto Market. Volvo’s presence in India backs to just couple of years but has since worked intensively to market the Swedish brand.

Volvo India has launched two of its models in India namely the Volvo XC90 and Volvo S80. But Volvo India has planned to launch their new models in the coming years. The first one to roll its tyres in India in 2010 from the company would be the Volvo XC60. Volvo S60 also might follow suit after it is officially launched in the Geneva Motor Show to be held in March 2010.

Volvo India, though has confirmed its non-participation in the upcoming Delhi Auto Expo of 2010, will focus on positioning the brand in the luxury car segment.