Hrithik to endorse Sony Ericsson products

MUMBAI: In a move aimed to strengthen its commitment to the Indian market and build on its position as a leading lifestyle brand, Sony Ericsson, one of the 3 GSM handset companies in India, on Friday announced Bollywood superstar Hrithik Roshan as the company’s brand ambassador for India & SAARC countries.

Sudhin Mathur, GM, Sony Ericsson India, made the announcement in Mumbai today. Hrithik will be endorsing all Sony Ericsson products and will be part of the company’s marketing initiatives.

As Sony Ericsson’s brand ambassador and role model for millions of Indian fans, Hrithik Roshan will play a key role in further strengthening the brands connect with the local audience in India, and in enhancing brand recall and popularity to fuel business growth.

Sony Ericsson has successfully leveraged the platform of entertainment via several initiatives focused on Bollywood and sports. With this announcement,

Commenting on this special association with Hrithik Roshan, Mr Mathur said, "India is a very exciting and high-growth market for Sony Ericsson. The company has witnessed this growth through launch of the most innovative products backed by strong customer focus and exciting marketing campaigns that revolve around entertainment.

With Movies being the face of our society; Bollywood is one of the most effective routes to connect with the Indian audience, as it offers instant entertainment, instant identification, instant star power and strongly influences popular culture."