Lenovo to keep Saif, Soha logged on

Lenovo to keep Saif, Soha logged on

Author | Source: The Economic Times | Monday, Jan 15,2007 8:22 AM

Lenovo to keep Saif, Soha logged on

PC-Maker Lenovo is all set to extend its relationship with the Chotte Nawab and his sister. With the partnership registering good gains, the tech company is planning to renew its brand endorsement contract with the brother-sister duo of Saif Ali Khan and Soha Ali Khan.

The two actors had been signed on as brand ambassadors by the company in February 2006 for a year to build its brand, till then almost unknown, in the country.

``We intend to continue with both of them as our ambassadors and should finalise the new deal soon,'' said Lenovo India GM-marketing Rahul Agarwal. He declined to give financial specifics of the contract.

Saif and Soha are part of the small list of celebrity endorsers for computers in India, with the other being Shah Rukh Khan for HP Compaq Presario.

The company had roped in the actors who have had a great recent run at the movies with Omkara, Being Cyrus and Rang De Basanti, to create a quick impression in the PC market and they seem to have done the same.

According to AC Nielsen figures, brand Lenovo grew from 38% awareness among Indian consumers in February 2006 to 74% in October 2006 and 85% in organisations.

Mr Agarwal said: ``The response to the two has been very positive for us and helped us get brand recognition. Saif stands for pretty much what Lenovo is - young, innovative, experimental and exciting.

We are now looking at using them in new campaigns, just Saif and both together.'' The company recently launched a new campaign with Saif Ali Khan for the promotion of its new advanced notebook range - the Lenovo 3000 Y Series.

Chinese company Lenovo entered India through its global acquisition of IBM's PC business in 2005. The company forayed into the consumer segment in March 2006. Lenovo India has used product placement in TV shows like KBC, Sa Re Ga Ma, cricket shows and Bollywood movie Corporate.

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