New Delhi: The list of companies staking big money on Bollywood stars seems to be getting longer. State run telecom company BSNL has decided to rope in Preity Zinta as its brand endorser.
Using Bollywood stars for brand endorsements has been a successful marketing strategy of MNCs till date.
Telecom giant Bharti has Bollywood superstar Shah Rukh Khan as its brand ambassador, while Spice mobile has former Miss World Priyanka Chopra endorsing its handsets. Not to forget bollywood couple Ajay Devgan and Kajol who endorsed Tata Indicom some time back.
BSNL, a public sector unit with a subscriber base of over five crore, has off late been aggressive in its marketing exercise. Perhaps the company wants to shed the typical PSU image that it carries and wants to be seen as a lively brand in the market.
The PSU has over three-crore fixed line users and 2.44 crore mobile service consumers. It has a market share of 22.13 per cent in the mobile segment.
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