Meridian Mobile, a UK-based mobile handset maker, has found the perfect brand fit in upcoming young cricketer Ishant Sharma for its Fly phones. He joins Malaika Arora Khan as brand ambassador. The tall and lanky Sharma would endorse Fly phones for a period of three years. The company has also announced the launch of two new handsets – MC100 and LX610.
Rajeev Khanna, CEO-India operations, Meridian Mobile Pvt Ltd, said, “Ishant Sharma is known for his young, chic and peppy style, while Fly is known for its style and vigour. Both Ishant and Fly are the new go-getters and aggressive with a fire to compete in the fast growing competitive world. Being a new player in the handset industry, Fly phones have the same challenging spirit as in Ishant. Fly with its sporty and hi-tech features is in synergy with the sporty and tech-savvy image of Ishant.”
The company has earmarked Rs 250 crore as ad spend, which would include print as well as electronic media for this year. The creative duties would be handled by Grey Worldwide.
Khanna further said, “We hope to reach 10,000 premium counters by the end of the first quarter, for which the company is already on 7,000 premium counters, which would together account for 70 per cent of the overall retail sales.”
Fly has tied up with retail chains like Pantaloon, Big Bazaar, Essar - The mobile store, Hotspot, RPG and Subhiksha Mobile as part of its marketing activities.