As the brand ambassador, Alia Bhatt will play a pivotal role in the brand and product communication.
"I believe women deserve to look and feel great every day and have the freedom to experiment with their looks. It is about knowing who you are and expressing yourself through your personal style. Im very happy to be associated with a brand that believes in the same style fundamentals as I do, said Alia Bhatt.
The product launched by Alia today is the Kerashine AirStraightener that is designed to give naturally straight and smooth hair, which allows the drying and straightening of hair at the same time.
The Kerashine AirStraightener is priced at Rs 2,395 and is available across traditional and modern retail outlets as well as on leading e-retail platforms.
Alia Bhatt is the perfect representation of everything that Philips Beauty category stands for! Shes young, confident, stylish and yet simple and very real. Who better than her to endorse the beauty product range that is designed to give power and style to todays woman, said Anurita Chopra, Director Marketing, Personal Care, Philips India
Taking this association forward, Alia Bhatt will start by endorsing Philips Kerashine range.
Philips India will also run an extensive 360 degree marketing campaign with Alia Bhatt to introduce this hairstyling gadget. The campaign will start with a TVC featuring Alia that is scheduled to go on air in mid- August.
Philips Beauty business is all about fulfilling the needs of our customer by bringing to the floor products that are suited to her personality and that help her express her individuality, said Philips Beauty business, ADA Ratnam, President, Consumer Lifestyle, Philips India.