Virat Kohli. The most expensive brand endorsement talent in India. Shah Rukh Khan-owned Kolkata Knight Riders. Team with one of the highest sponsorship price tags in the Indian Premier League. Virat Kohli-led Royal Challengers Bangalore.
What connects these most precious brand endorsement names in Indian cricket sphere. The Chinese mobile phone manufacture Gionee.
The company, targeting a 2.5 time growth has made cricket the driving force to reach its goals. The latest catch is the title sponsorship of Royal Challengers Bangalore. Gionee replaces Hero Cycles on the team jersey for the IPL 10 season.
Earlier in January this year, Gionee has signed Kohli as its brand ambassador. The Gionee-KKR three year deal, executed in year 2015,runs through the IPL 10 season. The company is taking the sports – primarily cricket route – for its mega promotional plans in the country. The company is also the prime sponsor for I-League soccer club FC Shillong
The company has registered U$ 1.4 billion (Rs 9,500 crore) of revenue in India last year. It is expecting 250% growth in this fiscal. The company will increase its marketing spend in world’s fastest growing mobile phone market to Rs 500 crores, an increase of 40% from the 2016 budget.
Gionee is banking on branding and targeted distribution to increase its share of smartphone market as it expects the Rs 7,000-30,000 price segment to grow by 25-30 per cent.
The Chinese smartphone manufacturer, which has Alia Bhatt as its brand ambassador alongside Kolhi, has also signed up actress Shruti Haasan, singer-actor Diljit Dosanjh and actor Dulquer Salmaan for brand endorsements to penetrate deeper into regional markets in India.
Shruti is a popular actor and singer who works in Telugu, Tamil and Hindi films. Salmaan acts in Malayalam movies, while Dosanjh is a Punjabi actor and singer who also acted in the 2017 Bollywood release ‘Phillauri’.