For most, a close friendship with a Bollywood mega-star is something worth advertising. Not for Rajiv Bajaj, managing director of Bajaj Auto, who counts Shah Rukh Khan among his buddies and regularly hosts him at his family home in Pune. The relationship was revealed only via the actor’s avidly followed Twitter account. The tweet for the 14th read: “shooting...meetings.... flew to rajiv dinner in pune, bak for zoya akthar birthday....shooting early morning, and kkr lost> How was ur weekend?” Those who know Bajaj say he chooses not to leverage this friendship and make Khan a brand ambassador for his company. One reason is that Bajaj firmly believes that the brand must have its own persona and should not depend on a celebrity. Also, he thinks Khan fits in the brand persona of a car, not a motorbike.
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