Bollywood actress Kareena Kapoor has been signed as the brand ambassador by the electronics brand Phillips for their women grooming range. The new venture is a part of its marketing and sales strategy to turn in to a lifestyle brand which is engaged with youth.
The Dutch company has already signed with actor John Abraham for the make grooming products. The new agreement with Kapoor for the new range has confirmed that the company is betting big on the celebrities to boost its image for the first time in over eight decades in India.
Vivek Sharma, the Phillips Electronics Chief Marketing Officer says, “Both our brand ambassadors personify the well groomed youth who believes in living life with style and in style”. Sharma added, “India is a young country with 53 per cent of population below 25 years of age with increasing aspiration and affluence, and more people buying homes at an early age”.
The company started the transformation of its consumer business portfolio two years back in India and walked out of the manufacturing and sales of television as it failed to compete against the other dealers like LG, Samsung and Sony. Later the company started reshaping its portfolio and introduced products like LED home decorative lights, personal care products like shavers, body groomers, hair stylers, curlers and straighteners.