MUMBAI: Telecom brand MTS has signed Bollywood icon Imran Khan as its brand ambassador. The deal was facilitated by Kwan Entertainment.

Sistema Shyam TeleServices, which operates MTS brand, and Khan have entered into a multiyear contract and the actor will play an integral part across all MTS‘ forthcoming campaigns.

MTS India chief marketing and sales officer Leonid Musatov said, "Brand MTS is all about experimenting and doing things differently. When we cross mapped these attributes, Imran came across as a clear choice. Both believe in challenging the norm and being a ‘Step Ahead‘ when it comes to their appeal amongst the youth."

Khan said, "What drew me towards a global brand like MTS was its energy and its desire to connect and engage with people specially the youth. Given the times we live in, a national telecom operator like MTS is also a big unifier, connecting the nook and corners of our country. I am delighted to come on board and be a part of the same journey."

MTS plans to leverage Khan‘s association through mass media, online space and a range of on ground initiatives across all its key markets. The brand will offer an array of voice and data solutions to its customers including youth. This includes smart devices and MBlaze dongles through prepaid and postpaid plans. To further strengthen its engagement with the youth, MTS has rolled out ‘Red Energy‘ a youth outreach program. Khan is expected to be a part of this program.