Sony, the leading mobile company has roped in Katrina Kaif, to represent its flagship brand of Xperia smartphones. An agreement had been signed by the leading actress with the company for a period of 2 years.
Sony India has released a statement regarding this. The actress will be endorsing the Xperia range of smartphones from March, 2013.
Katrina Kaif is endorsing the brand when the company is seeking a magnification of presence for its Xperia range of phones in India. With Katrina Kaif representing the brand, it is expected that there will be a boost to its value and presence in India.
The company also has plans to invest a whopping Rs. 300 crore into the marketing of Xperia smartphones. The company is trying to drive more youngsters to its Xperia campaign, and it thinks Katrina, who is admired widely as a youth-icon will be a perfect choice.
Katrina is charismatic by personality and well suit the brand message.
The ideology of Xperia is to be stylish, innovative and funny, and this makes Katrina fit into the brand building exercise. Xperia Smartphones are crucial when it comes to Sony's phone business in India and the company is planning to flush-out enough money in marketing the Xperia brand.
Sony India is also planning to launch an outdoor campaign for Xperia smartphones, in addition to roping in Katrina Kaif, as the centre-piece of attraction in print and electronic media campaigns. Sony is planning to conduct road-shows, front-shop displays and digital and cinema platforms to enhance the value of Xperia smartphones.