As Xperia becomes critically important for Sony’s business in India, the company plans to triple its investment to Rs 300 crore for Xperia’s marketing in FY14.
As part of this marketing drive, Sony has signed the agreement for two years initially with Katrina Kaif. The actor will be seen endorsing Xperia starting March 2013.
In addition to having Kaif as a centrepiece in the print and electronic advertisement campaign, Sony will also launch an outdoor campaign, enhance shop-front display, organise roadshows and use cinema and digital platforms.
Kaif’s appointment as brand ambassador comes at a time when Xperia plans to magnify its presence, and this association is expected to boost the brand’s visibility in India.
Tadato Kimura, Head, Marketing, Sony India shared, “We are looking to capture more of the youth market, and believe Katrina is an adept choice as she is widely admired as a youth-icon. Her charismatic personality epitomises Xperia’s ideology of being innovative, fun and stylish and makes her fit seamlessly into the brand.”