Tata Tele ropes in Trisha for promotion

Tata Teleservices has roped in south Indian film actress Trisha as the brand ambassador for the Tamil Nadu, Kerala and Andhra Pradesh circles of Tata Indicom products.

"Trisha has been selected to represent the company on account of her popularity among the youth. The youth are a growing segment in the telecom business, and Tata Tele's decision reflected an attempt to connect with them," a company press release said.

Tata Tele's decision comes on the heels of its rival telecom company Reliance India Mobile (RIM)'s tie up with the production team of a youth-oriented Tamil movie, Sachien, in order to connect with the youth.

RIMs officials had earlier told Business Standard that youth held the key to growth in the telecom market, and the company's decision reflected the strategy to reach out to them.