Zen Mobile ropes in Amitabh Bachchan as brand ambassador

Handset-maker Zen Mobile today said it has roped in iconic actor Amitabh Bachchan as its brand ambassador.

As part of the agreement, Bachchan will endorse and promote products offered by Zen Mobile, the company said in a statement.

Zen Mobile will soon launch a slew of QWERTY and multimedia feature-rich mobile handsets in the Indian market.

The company plans to leverage its association with Bachchan through an exciting media campaign and various interactive consumer-related activities in the coming months, it said.

"We are honoured to have Mr Bachchan onboard and are confident that our association with him will create a deep impact on the minds of our target audience. Bachchan is a quintessential mix of charisma and style with a mass appeal," Zen Mobile Managing Director Deepesh Gupta said.

 

Competition has increased tremendously in the domestic mobile market, with a plethora of firms like Micromax, Olive, Zen and Lemon jostling for space with established players.

Other companies have also roped in celebrities to promote their mobile phones. While Micromax has signed on actor Akshay Kumar, Spice Mobiles has roped in Sonam Kapoor to endorse its products.

According to research firm IDC, about 101.54 million mobile phones were sold in India in 2009, of which 12.3 per cent were manufactured by domestic handset-makers.