film actor Aamir Khan has been signed as the new brand ambassador for Tata Sky, the joint venture between the Tata Group and STAR India. The exact time-frame of the contract could not be ascertained, except that it is for a "long" time.
Vikram Kaushik, chief executive officer and managing director, Tata Sky, says, "Aamir will be instrumental in communicating the benefits of Tata Sky to consumers across the country."
In a discussion with afaqs!, Vikram Mehra, chief marketing officer, Tata Sky, says, "Unlike the earlier celebrities who were roped in only for certain campaigns, Khan will be used strategically to take the brand forward."
Khan will feature across all Tata Sky brand and product communication, including advertisements on TV, in print, outdoor, radio and other media. Rediffusion DY&R is the creative agency that will create the new campaign.
Alluding to the popular Tata Sky tagline, 'Isko laga dala, to life jhingalala', Khan says in an official communiqué, "I'm excited to play my part in making life 'jhingalala' for the Indian consumer."
Khan has been in the news these days, heavily promoting his latest production, Jaane Tu… Ya Jaane Na, which is also his nephew, Imran Khan's debut film. He even made an appearance (with his nephew) on a reality television show, Dus Ka Dum, which he has never done before. Recently, he has begun endorsing Samsung and Parle Monaco. He has been the Titan brand ambassador for a while now.
Interestingly, the brand ambassador for Tata Sky's rival, Dish TV, is actor Shah Rukh Khan.