Sony Ericsson ropes in Hrithik Roshan as Brand Ambassador

New Delhi, Mar 29 (UNI) Banking upon the Bollywood endorsement trail, GSM handsets maker Sony Ericsson today announced Bollywood actor Hrithik Roshan as its brand ambassador for India and SAARC countries.

Mr Sudhin Mathur, General Manager, Sony Ericsson India, said Hrithik will endorse all Sony Ericsson products and will be part of the company's marketing initiatives.

''With movies being the face of our society, Bollywood is one of the most effective routes to connect with the Indian audience, as it offers instant entertainment, instant identification, instant star power and strongly influences popular culture,'' he said.

Hrithik's brand image, who has so far endorsed for softdrinks to motorcycles, apparels to biscuits will have to compete with Bollywood actors Abhishek Bachchan and John Abraham who represent Motorola and Samsung respectively.

As Sony Ericsson's brand ambassador and role model for millions of Indian fans, Hrithik will play a key role in further strengthening the brands connect with the local audience in India, and in enhancing brand recall and popularity to fuel business growth, Mr Mathur added.

UNI