Hyundai Motors has signed a deal with superstar Amitabh Bachchan to endorse the company's new luxury car, Sonata. Bachchan will be driving the Sonata to the premiere shows of the film, Aks. Bachchan will launch the car in various cities of the country, but initially in Delhi, Kolkata and Ahmedabad. Some other cities, especially in the South, have also been identified.
For the Sonata launch, the company roped in advertising agency SSC & B Lintas, which has modelled the campaign around the tag line "Rediscover Luxury." Hyundai is virtually the only company using film stars to endorse their cars. Maruti had undertaken a small project with Hritik Roshan, in which the company donated a car to the star at a concert, which in turn was auctioned by the star for the Gujarat earthquake victims.