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The two year deal with Kaif comes at a time when Xperia plans to magnify its presence and boost the brand’s visibility in India.
Sony is planning to triple its investment to Rs 300 crore for Xperia marketing in FY14. 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.
Tadato Kimura, head, marketing, Sony India said, “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.
Kaif added, “I am thrilled to represent a brand like Sony that I have been connected with as a consumer for many years from the time I got my first Walkman. And now with my association with Xperia, I look forward to explore the brand proposition even further.”
Kaif will be seen endorsing Xperia starting March, 2013.
