Mahindra PowerScooters appoints Kareena Kapoor as brand ambassador

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | October 08, 2010
The first campaign featuring Kapoor will be for the product, Mahindra Rodeo

Popular Hindi film actor, Kareena Kapoor has been appointed as the brand ambassador for Mahindra Two Wheelers' entire range of PowerScooters.

Kapoor will soon feature in a 360-degree multimedia campaign, encompassing print, electronic and online media. The first campaign, which will be for the Mahindra Rodeo, is slated to appear later this month.

The Rodeo claims to be a youthful, fun and fresh brand that will be positioned as a two-wheeler with the right mix of style and power.

The two-wheeler sector of Mahindra aims to design and market a full range of scooters and motorcycles for the Indian and global markets.

The company's PowerScooters portfolio caters to a range of consumer segments and includes the Mahindra Rodeo (positioned as an innovative and stylish product for the youth); the Mahindra Duro (positioned as a rugged family scooter); and the Flyte (positioned as the Indian woman's two-wheeler of choice).

Explaining the choice of brand endorser, Anoop Mathur, president, Two Wheeler Sector and member, group executive board, Mahindra & Mahindra says in a press statement, "We are delighted to have Kareena Kapoor on-board as brand ambassador for our entire range of PowerScooters. She has a strong connect with the youth, who are inspired by her hard work, discipline and natural acting talent."

Kapoor was first seen riding Mahindra's scooters in the blockbuster film, 3 Idiots.

Mahindra Two Wheelers recently made its debut in the motorcycle segment with the launch of the Mahindra Stallio and Mahindra Mojo; and Aamir Khan has been signed as the brand ambassador for the 110cc Stallio. The 300cc Mojo is positioned as an exclusive lifestyle bike -- a machine for motorcycle enthusiasts and passionate bikers.

In the two-wheeler category, Priyanka Chopra has been endorsing Hero Honda Pleasure. In the past, Bollywood actors, Preity Zinta and Minisha Lamba were seen endorsing TVS Scooty; while Bipasha Basu was the brand ambassador for Kinetic SYM Flyte.

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