Citizen Eco-Drive watches have got a new brand ambassador – actress Kareena Kapoor, who unveiled Citizen’s new collection recently.
The contract with Kapoor is for three years, and according to industry sources, the star was getting paid Rs 2 crore for the deal. The contract includes her endorsing the brand if required in the films she does along with other stated promotional means.
A new campaign involving Kapoor will be launched by September end, which will be created by HukuhodoPercept. Spends on marketing are to the tune of Rs 1 crore plus and the watch major aims to spend 7-8 per cent of the said amount on advertising, keeping in tune with its yearly spends.
Speaking on the occasion, Mukesh Shah, Regional Manager-West, Citizen Watches (India), said, “We see great synergy between Kareena Kapoor and Citizen Eco-Drive watches, since both are style icons in their own right. Citizen Eco-Drive is the next generation watch due to its advanced technology, just like Kapoor, who is the next generation’s star.”
“This tech-wonder watch with international looks is completely imported and has set new standards for the style conscious, global Indian customer. It’s the perfect confluence of style and substance, aesthetics and state-of-the-art-technology,” Shah added.
In sync with international fashion trends, Citizen Eco-Drive watches aim to spell attitude and are a style statement for all those who wear them. Kapoor, a youth icon and trendsetter, recently received the Rajiv Gandhi Young Achiever’s Award. She said that she was very thrilled to be associating with Citizen as it was an eco-friendly watch.
Japanese company Citizen, a $3,500 million multinational company with a 70-year heritage, sells world class watches and allied products in more than 150 countries worldwide. And it made its entry in India in 1998.