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Intex tends the endorsement track

The company chants the cricket-Bollywood mantra, looks for mass appeal as it spends close to Rs 12 crore a year as endorsement fees

Moulishree Srivastava  |  Mumbai 

Intex Technologies is betting big on endorsements as it chases the top spot in the low-end smartphone market in the country. Last month it signed Suresh Raina as ambassador for its brand of speakers making him the sixth star on its panel that has Farhan Akhtar and Madhuri Dixit helming national roles and a troupe of stars from South India part of its regional cast. It also bought the Rajkot IPL team, rechristened Gujarat Lions for Rs 25 crore in 2015. The Delhi-headquartered company is playing it safe by sticking to cricket and Bollywood say analysts, a surefire hit with the people across ...

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First Published: Mon, October 17 2016. 21:10 IST
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