In what apparently is a first in the world, a Rolls Royce car is being used to sell cellphones. The Hutch Essar group is advertising their tie up with Virgin and Rolls Royce in a campaign called Rock with Rolls.

As part of the campaign, the Phantom will visit 11cities to begin with, starting with Mumbai followed by Ahmedabad, New Delhi, Ludhiana, Chandigarh, Kolkata, Hyderabad, Bangalore, Chennai, Cochin and Pune. Consumers will get a chance to touch, feel, ride the Rolls. [link]

And of course the hallowed car brand is not happy.

“We were surprised to see reports that we have partnered with Essar,” informed a RR representative. The RR dealer in the city denied that the car costing Rs 4.5 crore was purchased by Essar for its promotional campaign and insisted that it was purchased for personal use.

What was Essar thinking of ?? Buy a cell and get a Rolls free ??