NOKIA TIES UP WITH SHAHRUKH KHAN
But that's exactly what Nokia has done by getting on board Bollywood superstar Shah Rukh Khan for its latest brand campaign. The first campaign featuring the actor goes on air with a TV commercial from December 21.
Explains Devinder Kishore, director (marketing), Nokia: "As a brand we have always ranked high on facets such as reliability, authenticity and our image among the youth, something which Shahrukh too stands for."
Other handset majors such as Motorola and Sony Ericsson already have celebrities like Abhishek Bachchan and Hrithik Roshan, respectively, sporting their products.
Kishore feels the campaign is all about telling people the integral role the brand plays in their lives. "Just like in Shahrukh's life, Nokia has been an integral part of so many other people's lives," he adds.
Nokia in the past has used celebrities like Naseeruddin Shah but only for product specific campaigns. Globally too, Nokia has refrained from using any brand ambassadors.
The TV commercial features Khan using various Nokia phones in different circumstances and highlighting their functionality.
For instance, he is shown checking his e-mail on one of the phones while in another frame he is interacting with his fans as they take his pictures on a Nokia handset. The commercial ends with the six-pack Khan declaring that Nokia has been an integral part of his life for the last ten years.
Khan, who already endorses brands such as Hyundai, Hewlett Packard, Tag Heuer, Diageo's Masterstroke, Videocon, Sunfeast, commands close to Rs 5 crore per deal.