Swiss watchmaker Tissot has roped in ‘Om Shanti Om’ star Deepika Padukone as its Indian brand ambassador, and to be the ‘Face of Tissot’ worldwide. The watch company has also introduced a limited edition Tissot official MotoGP watch worth Rs 36,800, which will be officially launched next year.
Announcing the new brand Ambassador, Francois Theibaud, President, Tissot South Asia, said, “We are delighted to welcome Deepika Padukone into the Tissot family. This underlines the importance that Tissot places on this dynamic market.”
Theibaud added that Tissot had been innovators by tradition, and had been pioneering craftsmanship and innovation since its foundation in 1853. “We found Deepika as a person with typical traditional values. And to be famous at such a young age does not come by chance. She has that fighting spirit, with the ability to accept failure and still wanting to win. She justifies Tissot’score values of performance, precision and setting new records.”
Internationally, Tissot partners the National Association for Stock Car Auto Racing (NASCAR); MotoGP, which is the Grand Prix motorcycle racing event; as well as the world championships of cycling, fencing and ice hockey.
Commenting on her association with Tissot, Padukone said, “I was drawn to Tissot through my admiration of the company’s 154 years of watch-making history and its international reach as the traditional Swiss watch brand with the highest volume.”
Tissot entered the Indian market in 2000, and tied up with retailers to make its presence felt across all segments of cities and towns in the country. Tissot currently has 210 outlets and two exclusive stores in the country. The company is targeting the young audience that is earning well enough to have deep pockets, and is brand conscious. The company also boasts of a wide category of watches including sporty, classic, elegant and heritage.
Commenting on the marketing strategy, Theibaund said, “We are planning to open more new franchise stores with our retail partners. We will be doing a lot of promotional activities and campaigns in 2008. We don’t want to create great demands by opening too many doors, as the responsibility to respond will be difficult. But it is necessary to open right door with the right message, as we not selling fruits. But we want to project properly where we are and where we want to go.”
Post the success of ‘Om Shanti Om’, Padukone has been signed on to endorse brands like Levi’s Strauss Signature and Kingfisher Airlines, which add to her already-heavy kitty of brand endorsements portfolio.