Rafael Advanced Defense Systems LTD displayed 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 on on large screen televisions at their stall at Aero India 2009 recently. This one’s not going to get any Oscars.
Thanks to Noah Shachtman from Wired for pointing this out.
Can’t believe this is the best they could do.
JTA reports: Though India and Israel only established diplomatic relations in 1992, their relationship has blossomed over the past 15 years, particularly in the defense arena. India has become the Israeli defense industry’s top foreign customer, with some $1.5 billion in annual purchases, and Israel is now India’s second most important weapons supplier after Russia.
With India planning to spend an additional $40 billion over the next decade to modernize its armed forces, which until now have relied primarily on antiquated equipment originally purchased from the Soviet Union, Israeli companies are poised to capture even more business.
Rafael probably felt it needed something quirky and eye-catching to compete with all the other Israeli arms firms that are currently vying for the burgeoning Indian market.
Yaakov Katz writes: “India has reportedly decided to purchase four Israeli EL/M-2083 aerostat radar systems to help defend the country against a 9/11-type attack. According to reports in the Indian press, the radar, manufactured by Elta Systems of Israel Aerospace Industries (IAI), would be deployed in strategic areas to provide early warning against incoming enemy aircraft and missiles. The phased-array aerostat system is a simpler version of the Green Pine radar, made by IAI and used by the Arrow missile defense system. It is mounted on tethered blimps, which enables it to detect intrusions earlier than ground- based systems.”
Stratpost writes: 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.
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