The Hindu Business Line : Stars to drive auto fair and square

AUTO lovers waiting to have a dekho at some hot new wheels at Auto Expo 2000 scheduled to take off in the Capital come January 15, are likely to see more star models than new auto models this year.

Top industry sources told Business Line on Friday that the Confederation of Indian Industries (CII) which is organising the mega auto show was currently lobbying with vehicle manufacturers to bring in their star brand ambassadors to add some fizz to the event which has been hit this time by the continuing recession in the industry.

The auto show had already received a setback, with the country's largest car manufacturer, Maruti Udyog and two-wheeler major Bajaj Auto, big spenders at the event, opting to stay away this year.

Car lovers can expect lots of star dust in their eyes if the CII's effort to add glamour to the show pays off.

Consider what is on offer: Bollywood's hottest model ever, Shahrukh Khan is brand ambassador for Hyundai's Santro while Hero Honda is represented by the cricketing world's favourite chocolate boy Saurav Ganguly and all hunk- heart-throb Hrithik Roshan. And if this is not enough glamour for you, cricket's newly found good-looker Sachin Tendulkar will do his stuff for Fiat India by representing its brand, Palio.

Industry sources said there was a strong possibility of the racing icon, Michael Schumacher, being roped in to add excitement to the show.

"We have made a formal request to the vehicle manufacturers and discussions are on right now with the stars and other brand ambassadors, but the picture will be clearer later this week'', Mr Anuj Bhargava, Project Executive for the Auto Show, said when contacted. The Auto Expo chairperson, Mr Subhod Bhargava, could not be contacted since he was out of town.

Mr Anuj Bhargava said the gameplan was to bring the stars to put in an appearance at the show for a short time followed by a press conference where the stars would address the media. "We are also planning to build an event around the star celebrities,'' he said.

Industry sources insist that the CII is hard-pressed this time to make the event the crowd puller that it had proved to be in earlier years, with both the vehicle manufacturers and the component industry severely hit by recession and unwilling to dip into their wallets more than strictly necessary.

In fact, a large number , including biggies such as Bajaj Auto, who booked their stalls much in advance have now requested the organisers to adjust their advances against payments to be made for the auto show to be held in 2004!

The CII's organising committee, however, insists that the show is going ahead as scheduled without any hiccups despite the fact that MUL, BAL and Mahindra& Mahindra are not participating. "We have sold out the 60,000- sq.mt. area that we have planned for the event, '' Mr Bhargava said.

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Stars to drive auto fair and square