Sony Ericson’s new brand ambassador Kareena launches 5 high-end mobiles

Mobile manufacturer Sony Ericson has chosen well-known Bollywood actress Kareena Kapoor as its brand ambassador for the Asia-Pacific region. This was announced at an event in New Delhi on 26 March, where the famously 'size zero' Kapoor, along with Sony Ericson corporate vice-president Hirokazu Ishizuka, launched a new range of high-end handsets for the Indian market.

Kapoor also endorses Sony Vaio's 'size zero' laptop.

The company launched five new phones: Xperia X10, Xperia X10 mini, Xperia X10 Mini Pro, Vivaz and Vivaz Pro, all of which are priced between Rs26,000 and Rs36,000. Speaking on the occasion, Ishizuka said Kapoor has been chosen as the brand ambassador as she matches the level of vibrancy, energy, fun and passion associated with the company, thereby elevating the aspiration value of Sony Ericson.

"The new portfolio will take communication entertainment to the next level. Beside the five devices that we have launched, we will launch devices in the low-end sub-Rs 5,000 segment as well," Ishizuka said.

With this launch, Sony Ericsson plans to corner a considerable market share in the high-end mobile market segment which is currently dominated by Nokia, Blackberry and Apple, he added.

On the content side, Sony Ericsson has partnered with regional and local content and application providers such as MTV India, UTV, Shemaroo, Electronics Art, Indiagames and Disney among others to deliver entertainment content.

"The proliferation of social and digital media is changing the consumer experience with mobile phones. Social media will play an important role in how we engage with our consumers here in India. We recognise the critical need to maintain consumer touch points and will leverage all digital and social media platforms to engage with consumers," Ishizuka said.