Chinese smartphone major Vivo on Wednesday said it has appointed cricketer Virat Kohli as its brand ambassador.
With the association, Vivo aims to reach the millennials and technologically driven consumers, and a 360-degree marketing approach will characterise the company's association with Kohli, a statement said.
Kohli will be seen spreading awareness and promoting the launch of Vivo's upcoming product series in the pipeline, it added.
The association will include all ATL and BTL (above and below the line) activities, including the brand's forthcoming events, TV, print, outdoor and social media campaigns.
"We are thrilled to have Virat Kohli on board. At Vivo, our focus is always on our consumer needs and preferences, and we are committed to bringing joy to our consumers' lives. Collaborating with someone as effervescent as Virat is a great way to better connect with our young consumers," Vivo India Director-Brand Strategy Nipun Marya said.
Along with Aamir Khan and Sara Ali Khan, Vivo is looking at widening its brand reach, and expressed confidence that associating with a sports figure will help the company reach a wider audience, he added.
"As a sportsperson, I understand the importance of consistency and commitment in the game. Vivo, as a brand, has established itself as one of the leading players in the Indian smartphone market with its consistency towards delivering innovative technology," Kohli said.
Associating with such a brand that understands and delivers to the audience is quite exciting, he added.
Vivo, which competes with players like Xiaomi and Samsung in the Indian market, is also the title sponsor of the Indian Premier League cricket tournament.
Dear Reader,
Business Standard has always strived hard to provide up-to-date information and commentary on developments that are of interest to you and have wider political and economic implications for the country and the world. Your encouragement and constant feedback on how to improve our offering have only made our resolve and commitment to these ideals stronger. Even during these difficult times arising out of Covid-19, we continue to remain committed to keeping you informed and updated with credible news, authoritative views and incisive commentary on topical issues of relevance.
We, however, have a request.
As we battle the economic impact of the pandemic, we need your support even more, so that we can continue to offer you more quality content. Our subscription model has seen an encouraging response from many of you, who have subscribed to our online content. More subscription to our online content can only help us achieve the goals of offering you even better and more relevant content. We believe in free, fair and credible journalism. Your support through more subscriptions can help us practise the journalism to which we are committed.
Support quality journalism and subscribe to Business Standard.
Digital Editor
RECOMMENDED FOR YOU