Kevin Pietersen is the new brand ambassador for Citizen in India

MUMBAI: Cricketer Kevin Pietersen has been appointed as the brand ambassador of Citizen watches in India.

Pietersen had been the brand ambassador for the brand in the United States and Europe, and therefore it was a natural extension, according to Citizen Watches (India) marketing manager Aditya Sengupta.

The budget for marketing, promoting the renowned ?Citizen? watch brand in India will be 10-15 per cent of its revenue, up from between 8 - 10 per cent last year.

However, Sengupta told that the emphasis of advertising will be on out of home, banners, and social media, apart from the print media and media meetings.

He said there was no plan at present to go in for television commercials, though he did not rule that out at a later stage.

Sengupta said it was generally known that the target for Citizen was the urban male and female, and therefore Pietersen fitted that image. The watch has a global heritage, and Kevin has a global image.

Earlier in the press meet, it was announced that Pietersen?s sophistication and style superbly personifies the brand.

Citizen Watches (India) MD Katsusuke Tokura said, "We are delighted to have Kevin Pietersen here. Citizen has always been associated with sports, personifying the spirit of sportsmanship, confidence and independence of the Eco drive collection."

He further added, "Citizen has always considered India as an important market. Our target-consumer in India is the ?new rich young generation? who is financially independent, style-conscious, as well as seeks real value and appreciates new technologies. Citizen has plans to bring out several contemporary designs year on year."

Pietersen said, "I am delighted to join as the new face of Citizen in India. Citizen has always had a strong association with sports in the past and I am greatly honoured to be a part of this great global brand". He added, "Cricket is all about timing and only with timing does a cricketer fulfill his full potential. Citizen has also grown with time; I see my association with them noteworthy, as I see Citizen in me".

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