Ferrari Ki Sawaari: Bollywood capitalises on the Prancing Horse brand to lure audience to theatres
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Ferrari Ki Sawaari is the recently-released family entertainer that has emotions at the right place but, most of all, gets the attention of the masses through the Ferrari brand name. As the title suggests, the film is all about a Ferrari that takes a boy on the ride of a lifetime. The supercar used in the film earlier belonged to Sachin Tendulkar, the legendary cricketer, who has sold his famed vehicle to a Surat-based businessman. The movie stars Sharman Joshi, Boman Irani and child actor Ritvik Sahore. In the film, it is shown that the Ferrari is one of the most-desired cars by the common man.
A Ferrari has always captured the imagination of the masses but is hardly seen on Indian roads. The time when Sachin was presented with a Ferrari 360 Modena by Fiat for equalling Don Bradman's record of 29 centuries, the popularity of the car soared and it became the dream car of people across the country. The brand with the ‘Prancing Horse’ logo has done fairly well in the Indian luxury auto market and has grabbed the attention of the magnitude of the audience.
Most of the people just think about a Ferrari when it comes to comforts and luxuries in a car, irrespective of the fact that Lamborghini and Aston Martin perform equally well. Even in the film, one of the main characters demanded that he would only travel in Ferrari to his wedding. This shows that how the masses are enchanted by the brand name itself and deem it to be the epitome of sportiness and luxury when it comes to cars. Some even believe that the status of Ferrari, in India, exceeds even that of the Rolls Royce in terms of popularity. Thus, it comes as no surprise that the director of Ferrari Ki Sawaari chose the already well-known Ferrari 360 Modena as the car to drive the audience to the theatres.
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