| "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. |
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