Haier Mobile has signed on Kapil Dev as its brand ambassador. The Wisden Indian Cricketer of the Century will now be seen endorsing the handsets of the company for a period of three years.
As brand ambassador for Haier Mobile, Dev will participate in all major brand and product promotions on TV, print, and other media. The relationship also includes participation in events such as new mobile phone launches and trade events.
Arun Khanna, Vice-Chairman and Managing Director, Haier Telecom India, said, “The core values of Kapil Dev fit well with the brand values of Haier Mobile. His fame as the winning captain of the 1983 World Cup, his reputation of never missing a match in 10 years and his focus on fitness are some of the central standards that we looked at. In Dev, we have a shared affinity for driving ourselves hard towards perfection.”
Haier Mobile identified Dev from among several other equally reputed contenders as its ambassador for his universal appeal among the young and old, urban and rural-based, the fashion-conscious, the intelligentsia and others. The company believes that it has the same appeal, both in terms of design and price.
Haier Mobile had entered into a spate of strategic collaborations with service providers like Tata Indicom and Reliance, and will launch new phones in both, the GSM and CDMA categories, in the near future.