RCom may rope in Hrithik as brand ambassador

Anil Ambani-led Reliance Communications is planning to launch a Rs 150-crore advertising campaign for its nation-wide GSM services and is believed to be on the verge of signing Bollywood star Hrithik Roshan as its brand ambassador.

According to sources, Reliance Communications is planning a Rs 150-crore media campaign for its GSM services featuring its new brand ambassador, Hrithik Roshan.

Sources said the company is in the final stages of signing an endorsement deal with Hrithik, who would be the official face for the company’s mobile, data and DTH businesses.

When contacted, the company spokesperson declined to comment.

The three-year deal with Hrithik is believed to be worth over Rs five crore annually and excludes the fees payable for appearances and events, sources said adding the overall deal could touch Rs 10 crore annually. The new campaign is expected to be on air in the first week of June.

This is Reliance Communications' first advertising campaign for its GSM service, which was launched on commercial basis in January 2009 and has since then added over 13 million subscribers. The company is targeting 100 million subscriber base (GSM and CDMA) by the end of this fiscal.

The celebrity brand endorsement business in India is pegged at about Rs 1,000 crore, including star appearances and events. Last year, cricketer M S Dhoni and Shah Rukh were among the top celebrities endorsing maximum products.