Haier hires Kapil Dev as its brand ambassador

The ace cricketer will participate in all major brand and product promotions on TV and in print and other media

Kapil Dev, the Wisden Indian Cricketer of the Century, might have retired from international and first class cricket, but his market value is still high on the brand endorsement circuit.

Kapil Dev

With Haier Mobile hiring him as brand ambassador, Dev has another great brand to talk about now. The ace cricketer will participate in all major brand and product promotions on TV and in print and other media. He will also participate in events such as new mobile phone launches and trade events.

Haier Mobile has chosen Dev as brand ambassador from among several other equally reputed contenders because of the cricketer’s universal appeal among the young and old, urban and rural, the fashion conscious and the intelligentsia. The company believes that the Haier Mobile brand has the same appeal, both design-wise and price-wise.

According to Arun Khanna, vice-chairman and managing director, Haier Telecom, “The core values of Kapil Dev fit well with the brand values of Haier Mobile. Kapil’s fame as the winning captain of the 1983 World Cup and his focus on fitness are some of the core values that we identified with. With Haier, there’s undiluted quality, the result of painstaking research; in Kapil, we have a shared affinity for driving ourselves hard towards perfection.”

According to Dev, “There is a lot common between Haier Mobile and me. We are both hard hitters and give the truth straight! Talk about giving value for money!”

Haier Mobile claims to have the second largest share in India’s CDMA market. It has entered into a spate of strategic collaborations with service providers such as Tata Indicom and Reliance. It also operates in the GSM space. In the near future, it will launch new phones in both the GSM and CDMA categories.

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