Motorola has been taking several initiatives to strengthen its market position in India. These include tying up with Bharti Teletech to increase and smoothen its national distribution network, associating with DCM Shriram Consolidated Ltd’s Hariyali Kisaan Bazaar to reach out to India’s mass market consumers in rural and semi-urban areas, and tying-up with GE Money to be available through 0 per cent interest rates.
The latest initiative is roping in Abhishek Bachchan as the first Indian Motostar (or brand ambassador). Bachchan will support marketing and branding efforts for Motorola’s mobile phones. He joins tennis star Maria Sharapova as brand ambassador for Motorola globally.
Said Lloyd Mathias, Director-Marketing, Motorola Mobile Devices, “We have now decided to step up advertising in India by signing Abhishek Bachchan. This is in tune with our decision to be strongly entrenched in India. We are also actively sponsoring a number of sports and other events to add more visibility to our brand.”
Motorola has been introducing new phones such as MotoSLVR, MotoRAZR V3 and V3i at regular intervals, followed by the recently launched MotoPEBL. Mathias added, “Motorola now has 16 mobile models that straddle all price segments from low range phones to mid-priced and high-end phones. We will continue launching new models in India, which are already a rage internationally.”
He further said, “Our phones are customised for India. We have a phone list book that allows storage of 500 names, our low priced phones have Hindi SMS, our phones have an extra long battery life as we understand that India has power problems that might not allow people to charge their phones often, and our phones also have increased audio levels as India is a noisy place.”
Commenting on Motorola’s future plans, Mathias said, “We will continue to actively market our products through innovative channels and introduce phones that are a right mix of looks and technology.”
Allen Burnes, Corporate Vice-President, High Growth Markets, Mobile Devices, Motorola, said, “India is a significant and exciting market for Motorola, where our relentless attention to our customers and razor sharp focus is enabling us to bring consumers not only high quality products but also innovative and unique services and brand collaborations. Abhishek is a stylish and sophisticated actor, who appeals to all segments of the Indian society – young and old, urban and rural, fashion conscious and intelligentsia. With this collaboration, I am absolutely confident that our partnership will be mutually beneficial in ensuring our continued success while keeping our customers interests centerstage.”
Commenting on the association Bachchan said, “I am honoured to be Motorola’s brand ambassador and my mission for the next 24 months is to get India get more and more connected with Motorola phones. It is amazing to see how we as a nation have adopted this technology and today it is pervading every sphere of our life.”
Motorola also announced the winners of the “ Guess the Motostar” contest – an activity to create hype before Abhishek Bachchan was announced as the Motostar. The contest had nearly 200,000 participants who sent their replies via SMSes and through the Motostar microsite.