Nokia has signed PV Sindhu as their global brand ambassador. This is the fourth global tie-up for India’s badminton princess.
The Finnish mobile brand shared the information at the India launch of its three new smartphones – Nokia 6, Nokia 5 and Nokia 3. The world No. 3, Olympic medallist Sindhu is in Jakarata for the BWF Indonesian Open Super Series Premier championship.
Nokia, once the Indian market leader, has been trying to regain its lost ground. Chinese brands Oppo, Vivo and Gionee with unprecedented marketing budgets have relied heavily on sports to grab the Indian mobile handset market. Now, Nokia plans to go big with Sindhu. A formal announcement with Sindhu as the brand ambassador is expected soon, once the badminton icon is back from Indonesia. Nokia will also be rolling out promotional TVCs with its latest signing.
“This is a prestigious multi-year, global deal,” says Tuhin Mishra, Managing Director, Baseline Ventures – Sindhu’s brand managers who are behind making the badminton star country’s biggest female brand icon. The deal is yet another feather in the cap for Sindhu, who has also been the global brand ambassador for Gatorade, Panasonic and Yonex.
“Humble heroes is the common factor for brand Nokia and icon Sindhu,” says Mishra.
“Baseline Ventures takes pride in the fact that Sindhu, with four global endorsement deals, has emerged as the biggest global sportsperson brand icon in the country. No other sportsperson has as many international brand commitments as Sindhu.”
The brand also connects with Sindhu for its simplicity feature. “We intend to break the clutter in a market dominated by undifferentiated products by providing a great user experience while living up to the Nokia brand promise of simplicity, trust, reliability and quality,” says Ajey Mehta, Vice President India, HMD Global. Simplicity, trust, reliability and quality are the traits best attributed to Nokia’s to-be marketing face.
The brand has adopted for an aggressive sales and service strategy to take on the might of its Chinese and Korean rivals. The brand has appointed over 400 distributors in India to support its range of smartphones and feature phones. With the help of this network, Nokia aims to make its smartphones and feature phones available at more than 80,000 retail outlets across the country.
The company is also aiming to invest in a robust after-sales network branded Nokia Mobile Care. By June end, over 300 cities will have a Nokia Mobile Care presence. In addition, consumers will have the opportunity to avail a device pick-up/drop service in 100 more cities.
On the marketing front, Sindhu will drive the Finnish brand.