Bollywood and Luxury

Roasie Virq Ahluwalia

Chapter 13 in The Luxury Market in India, 2012, pp 164-176 from Palgrave Macmillan

Abstract: Abstract It came as no surprise when Bollywood filmmaker Yash Chopra was awarded the honour of Ambassador of Interlaken for his contribution in making Switzerland a popular holiday destination for Indian tourists. Switzerland saw a flood of Indian tourists post the release of his films Chandani and Dilwale Dulhania Le Jaayenge, to the extent that a train named ‘Yash Chopra Train’ was inaugurated by Jungfrau Railways and a suite was named after Yash Chopra at the Victorian Jungfrau Grand Hotel, which, of course, is a rare feat as King Louis XVI is the only other person to have a suite named after him.

Keywords: Film Industry; Love Affair; Luxury Brand; Indian Film; Celebrity Endorsement (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-26416-9_14

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DOI: 10.1057/9781137264169_14

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