It's not normal practice for a brand, which is a market leader by a distance, to rope in a celebrity and that too for the first time since it entered the Indian market.
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 today with a TV commercial.
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.
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 Airtel, Pepsi, Hyundai, Hewlett Packard, Tag Heuer, S.Kumars, ICICI Bank, Diageo's Masterstroke, Videocon, Sunfeast and Dish TV, commands close to Rs 5 crore per deal.