The mobile phone giant has roped in the actor to be its first brand ambassador in India. This is Abhishek's third endorsement.
MUMBAI: Mobile phone giant Motorola has roped in Abhishek Bachchan to be its first brand ambassador in India. Following Ford Fiesta and LG Electronics, this the third endorsement for Bachchan Junior. Industry sources estimate that he takes anything between Rs 50 lakh and a Rs 1 crore for each endorsement.
The creative agency working on the campaign is Ogilvy and Mather and the idea has been conceptualised by Abhijit Avasthi, group creative director, O&M Mumbai. The campaign is slated to break towards the end of June.
Talking about this campaign, Lloyd Mathias, director marketing, India, Motorola, said: “We wanted to create a buzz before unveiling the brand ambassador and so we launched Guess the Motostar contest. This was supported by two television commercials and the promotions ran for 21 days. There was two set of response mechanism for the consumers, that is, through online and SMS, following which we have 50 winners.”
The objective behind this aggressive campaign will be to further strengthen the company’s position in India. Since India is a price-sensitive nation and Motorola has various price points in terms of its products, the company will break separate campaign for each product. The campaigns will be designed specially keeping the target audience in mind.
Allen Burnes, corporate vice-president, high growth markets, mobile devices, Motorola, said: “By 2009, the mobile market in India has the potential to grow up to $20 billion. Apart from the fact that India is a very significant market, the film industry is treated like a religion.
Abhishek Bachchan summed it up with a sense of nostalgia: “Years ago my dad gifted me my first mobile phone and that was Motorola. My current phone is also a Motorola. I am comfortable with the product as I use it myself.”
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