India: Celebs Spark Love Affair with Guitar

It's a simple formula that's worked in the West and is now seeing results in India: If you want to get guitars into the hands of buyers, first get them into the hands of celebrities. Saif Ali Khan and Karena Kapoor are two of the Indian celebs whose association with the guitar has spiked sales. "People ask for the acoustic guitars Hrithik played in Kaho Na and right now guitars are back with a bang with Saif Ali Khan's act," says a music store owner in Colaba, India. Unfortunately for the western guitar makers that started celeb endorsements, buyers in India are spending their money on Givson instead of Gibson. Story.