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SBD Global/August 1, 2012/Marketing and Sponsorship

Indian Telecoms Company Bharti Airtel Partners With Mercedes F1 Team For Indian GP

Indian telecoms company Bharti Airtel "will sponsor the Mercedes F1 team at this year's Indian F1 Grand Prix weekend," according to Airtel's logos will be "placed on the air boxes and headrests" of Michael Schumacher and Nico Rosberg's cars during the race in Noida, India, in October. In addition, the company's logo "will also be featured on the drivers' helmets and race suits." Bharti Airtel will use the partnership with Mercedes "to increase F1's  popularity in India." It will use "innovative ideas and experiences" before and after the Grand Prix to do so. One of those initiatives will be a "TV ad featuring both drivers Schumacher and Rosberg." This TV ad is intended to "promote the race as well as Airtel's F1 involvement" (, 7/31).
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Marketing and Sponsorship, India

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