Cellular service provider Aircel has roped in actor Suriya as its brand ambassador. The endeavour, according to the company, is to build on the brand that is ‘relatable and aspirational’ for the youth segment.
Launched in 1999, Aircel boasts a large number of subscribers (23 lakh) for its GSM services. In the South, it operates in the Tamil Nadu telecom circle. Commenting on the tie-up, KVP Baskar, CEO, Aircel, said, “Aircel and Suriya will be a winning combination. Winners in each of their fields have come together. This association will help us create a distinct and a brand par excellence.”
Aircel’s clear understanding of the market and deep-rooted focus on the business basics had helped it, a new brand when launched, to lead the market, a statement from the company said.
“Aircel’s success today across all target groups is mainly due to the unique brand attributes – relatability, adaptability and versatility. Brand Aircel through its communication and services today is relatable to people of varied segments and is not an alien brand,” stated an Aircel release.
The company revealed that with an increasing focus and relevance of ‘brand’ in the telecom category, Aircel had recently reviewed its brand strategy. To effectively accomplish the brand objectives in the increasingly competitive market, and develop a unique brand, the need of a brand ambassador was identified.
To derive maximum mileage, it chose to have a celebrity with synergistic attributes as ambassador, it added. ‘Extensive research’ had been undertaken before Aircel identified Suriya as its brand ambassador. Actor Suriya, known for his versatility and brilliance in acting, is one of leading film stars in South India.
“Youth is one of the key growth segments and this initiative will strike a chord with the segment. Association with such a star will help Aircel to build further the brand that is relatable and aspirational for the youth segment,” the company statement added.
Aircel also has presence in West Bengal, Orissa, Assam, the North East, and Jammu and Kashmir. It is focused on expanding its cellular services to 10 more new circles by the end of 2006 in its bid to become a national player.