Research in Motion India as announced that they have signed Ranbir Kapoor on as their brand ambassador for the next few years. Kapoor is a well know Bollywood actor, who RIM is hoping will help to bring brand awareness to multiple demographics. Celebrity endorsement is an accepted practise in India and is not met with the scrutiny that we are used to here in North America.
“This is the first time we have signed a celebrity in India as brand ambassador. Given BlackBerry brand positioning in the country and whole association with youth segment as well as young entrepreneur, professionals, we thought there is right fit to have Ranbir as our brand ambassador,” RIM India Managing Director Sunil Dutt said.
RIM is hoping that Kapoor will help to further the already high penetration that BlackBerry has in the smartphone market in India. Kapoor will start to be seen promoting BlackBerry sometime in January and will continue to be a brand ambassador for the next two years.