Mobile handset maker Sony India has roped in Bollywood actress Katrina Kaif as the brand ambassador for its Xperia range of smartphones.
Sony has signed the agreement for two years initially with the Bollywood celebrity and Kaif will be seen endorsing Xperia starting March, 2013, Sony India said in a statement today.
"The appointment of Katrina comes at a time when Xperia plans to magnify its presence and this association is expected to boost the brand's visibility in India," it added.
The company also plans to invest Rs 300 crore in FY'13 for marketing its Xperia range.
"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," Sony India Head (Marketing) Tadato Kimura said.
As Xperia becomes critically important for Sony's business in India, the company plans to triple its investment to Rs 300 crore for marketing Xperia in April 2013-March 2014, the statement said.
"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," it added.