Sony India has announced that it has signed Bollywood starlet Katrina Kaif as its brand ambassador for its range of Xperia smartphones. The appointment comes just prior to a large marketing campaign in the country. Sony plans to triple its marketing investment to Rs. 300 crore (£36m, €42m, $55m) in FY13 (Apr, ‘13 – Mar, ‘14).
Sony India will use Kaif as its main focal point in both its print, electronic and outdoor campaigns utilising both cinema and digital platforms. Kaif has signed a two-year contract starting from this month.
Katrina Kaif had this to say about her appointment: “I am thrilled to represent a brand like Sony that I have been connected with as a consumer for many years from the time I got my first Walkman. And now with my association with Xperia, I look forward to explore the brand proposition even further.”
Mr Tadato Kimura, Head of Marketing for Sony India commented: “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. We welcome Katrina to the Sony family and we hope this association to be a phenomenal success.”