Gionee India signs up Alia Bhatt to target young consumers
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New Delhi: Chinese smartphone maker Gionee Communication Equipment Co. Ltd has signed up Bollywood actor Alia Bhatt as its brand ambassador for a period of two years. The 23-year old actor will feature in the upcoming campaigns—both offline and online—for the brand to woo the young consumers.
According to a statement from the company, Gionee has earmarked an advertising budget of Rs.600 crore out of which the company plans to spend Rs.200 crore during the festival season.
Speaking about the association, Arvind Vohra, country chief executive and managing director, Gionee India, said, “Gionee recently announced its new brand image and our focus has always been the youth. Alia Bhatt is an actor filled with enthusiasm and zest, characteristics that reflects Gionee’s beliefs. She adds freshness to the brand and associating with the actor will definitely bring the brand closer to the consumers and will make the brand more relatable.”
In April this year, the handset manufacturer revamped its brand. As part of the exercise, the company unveiled a new logo in India along with the tagline Make Smiles. The brand’s upcoming campaigns will highlight how Gionee is bringing smiles to the faces of millions through its innovative technology.
Since it entered the Indian market in 2013, Gionee has engaged a Bollywood celebrity to endorse the brand for the first time. A number of Gionee’s competitors, however, have been using celebrities for brand promotions including Samsung (Shahid Kapoor), Oppo Mobiles (Hrithik Roshan and Sonam Kapoor), Micromax (Kapil Sharma and Hugh Jackman), ASUS (Sonakshi Sinha) and Panasonic (Ranbir Kapoor).
Of late, Alia Bhatt has been a raging hit among brands and bagged endorsement deals with major global and home-grown brands including Maybelline, Coca-Cola, Phillips, Garnier, MakeMyTrip, Caprese, Cornetto and Hero Motocorp, among others.