India, the 100 per cent subsidiary of Japan's Toshiba Corp., has launched a new range of products in some key product lines, including notebook PCs, LCD televisions, refrigerators and washing machines. In addition, Bollywood actor Vidya Balan will be seen endorsing Toshiba in India.
Balan is Toshiba's first brand ambassador in India.
According to Toshiba executives, the new products aim to deliver new levels of value to Indian consumers and strengthen Toshiba's presence in the Indian market. Balan's association as the face of Toshiba is in line with the company's commitment to its Indian operations and its greater focus on the Indian consumer.
On Balan's association, Kato says, "We are aware of the good will and regard Vidya enjoys from her fan following throughout the country, across generations and regions." He hopes Balan's charisma and on-screen magic will add to the appeal of Toshiba's products and services in India.
With these new strategies, Toshiba is targeting revenue of US$1 billion by 2015 in India and a market share of 10 per cent in the consumer durables industry.
For the record, Vidya Balan has kept a low profile on the advertising front ever since she entered filmdom with her first Hindi movie, Parineeta. Prior to that, Balan featured as a model in about 25 advertisements, most of them directed by her mentor, Pradeep Sarkar, who, in 2005, cast her as the female lead in Parineeta. She first appeared on television in a Surf Excel ad in 1998.