Sony Ericsson has appointed Hrithik Roshan as its new face for the SAARC region. With this endorsement, Roshan will be endorsing all their products, and the mobile company intends to establish its position as a lifestyle brand in these regions.
The company believes that Roshan will play a key role in strengthening the brand connect with the local audience, and in enhancing brand recall and popularity to fuel business growth.
Sudhin Mathur, GM, Sony Ericsson India, said, “With movies being the face of our society; Bollywood is one of the most effective routes to connect with the Indian audience as it offers instant entertainment, instant identification, instant star power and strongly influences popular culture.”
“Hrithik was an obvious choice for us as he is the perfect synonym for the Sony Ericsson’s brand values of performance, lifestyle and entertainment. Similar to Sony Ericsson, Hrithik connects with audiences at an individual and collective level, and is aspirational and cool for the youth,” Mathur added.