Sony India announced Bollywood actress Katrina Kaif as its Brand Ambassador for Xperia range of Smartphones. Sony has signed the agreement for two years initially with Kaif and the actress will be seen endorsing Xperia starting March, 2013.
According to Sony India, “The appointment of Katrina comes at a time when Xperia plans to magnify its presence and this association is expected to boost the brand’s visibility in India.”
Mr. Tadato Kimura, Head, Marketing, Sony India, says, “We are looking to capture more of the youth market and believe Katrina is an adept choice as she is widely admired as a youth-icon. Her charismatic personality epitomises Xperia’s ideology of being innovative, fun and stylish and makes her fit seamlessly into the brand.”
He added saying, “We welcome Katrina to the Sony family and we hope this association to be a phenomenal success.”
On expressing her excitement, Katrina Kaif said, “I am thrilled to represent a brand like Sony that I have been connected with as a consumer for many years from the time I got my first Walkman. And now with my association with Xperia, I look forward to explore the brand proposition even further.”
As Xperia becomes critically important for Sony’s business in India, the company plans to triple its investment to Rs. 300 crore for Xperia marketing in FY13 (Apr, ‘13 – Mar, ‘14). In addition to having Kaif as a centrepiece in the print and electronic advertisement campaign, Sony will also launch an outdoor campaign, enhance shop-front display, organise roadshows and use cinema and digital platforms.