Hrithik Roshan to create ‘dhoom’ for Acer

With recent box-office hits such as ‘Krrish’ and ‘Dhoom-2’ backing him, Roshan is expected to fuel business expansion for Acer and ensure the growth of its brand recall

Acer Computers has signed Hrithik Roshan as its new brand ambassador. This is the first time that a Bollywood filmstar is being used to promote the brand. According to a company executive, the branded PC market in India has grown in leaps and bounds in the last six-seven years. Getting Roshan to endorse the brand will certainly increase the audience’s brand recall to a great extent.

Acer faces direct competition from bigger and better established players in the market, such as Hewlett-Packard (HP), Lenovo and Compaq. Lenovo and Compaq are being endorsed by Saif Ali Khan and Shah Rukh Khan, respectively. Roshan, with recent box-office hits such as ‘Krrish’ and ‘Dhoom-2’ backing him, is expected to fuel Acer’s business expansion and ensure the growth of its brand recall.

Hrithik Roshan to create ‘dhoom’ for Acer

With this tie-up, Acer is looking for instant visibility with the tech-savvy and brand-conscious youth in the age group of 18-35 years. WS Mukund, managing director, Acer India, says, “Acer products are equipped with a suite of friendly and intuitive interfaces called Empowering Technology, which gives users fast and easy access to cutting-edge hardware and software solutions. Overall, the brand represents youth, and trendy, friendly, adorable and aggressive qualities. The association with Hrithik (Roshan) is a natural fit with the personality of the brand, which will give us a better mindshare among young and first-time users in India.”

The media mix will consist of a 360-degree campaign, which will touch consumers in various parts of the country by utilising the most conventional media. The company still has to work out the details of which medium will be used in what quantity.

Acer was established in 1976 and is headquartered in Taiwan. It is focused on marketing its brand-name products globally and these include mobile and desktop PCs, servers and storage, LCD monitors and high-definition TVs, and handheld and navigational devices.

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