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Sunday, March 15, 2009

Israeli arms, Bollywood-style

From Stratpost (South Asian Defense & Strategic Affairs)
That the international defense industry is keen on getting a piece of the enormous Indian defense market is not surprising, considering the expenditure the Indian government is planning on defense equipment....

But another measure of this eagerness to do business with India is also the innovative video marketing which an Israeli arms company, Rafael displayed on large screen televisions at their stall at Aero India 2009 recently.

The video is a Bollywood-style dance number featuring Israeli artists in full Bollywood costume singing in English about the potential for the Indo-Israeli defense trade relationship and dancing around mock-ups of Rafael’s products. It is significant that recent reports have indicated Israel to have overtaken Russia as India’s single-largest defense materiel supplier.

StratPost spoke to Assy Josephy the Director of Exhibitions for Rafael about how this video came about. “In Israel we have Jewish people from India, so we know about Bollywood and the song and dance numbers. Israelis are generally aware of Indian culture. This video is to help build familiarity between India and Israel and Rafael,” he says.
And here it is:


(h/t Moe Lane via The Other McCain)