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Sony to spend Rs 3 bn on marketing Xperia; signs Katrina Kaif as brand ambassador

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MUMBAI: As its Xperia range of smartphones become critically important for Sony‘s business in India, the company plans to triple its marketing investment on the brand to Rs three billion in 2013-14.

Sony India has roped in Bollywood actor Katrina Kaif as its brand ambassador for its Xperia range of Smartphones. The appointment of Kaif comes at a time when Xperia plans to magnify its presence. The actor and Sony have signed a two-year deal in this regard. Kaif will start endorsing the brand from March 2013.

In addition to having Kaif as a centrepiece in the print and electronic advertisement campaign, Sony will also launch an outdoor campaign, enhance shop-front display, organise roadshows and use cinema and digital platforms.

Sony India head marketing Tadato Kimura said, "We are looking to capture more of the youth market and believe Katrina is an adept choice as she is widely admired as a youth-icon. Her charismatic personality epitomises Xperia‘s ideology of being innovative, fun and stylish and makes her fit seamlessly into the brand. We welcome Katrina to the Sony family and we hope this association to be a phenomenal success."

Kaif said, "I am thrilled to represent a brand like Sony that I have been connected with as a consumer for many years from the time I got my first Walkman. And now with my association with Xperia, I look forward to explore the brand proposition even further."

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