Videocon Telecom, the telecom arm of Videocon Group, on Friday said it is planning to invest Rs 120 crore for branding and communication activities in the current fiscal.
As part of its efforts, the company roped in Bollywood actress and model Gauahar Khan as its brand ambassador.
"This fiscal year, Videocon Telecom will invest Rs 120 crore on brand and communication to connect with the fast-emerging young mobile phone subscribers from tier II and smaller towns," the company said in a statement.
Videocon Telecom plans to leverage the association with Khan through various media, including TV commercials, Out-of-Home (OOH), press ads and digital marketing, it added.
"Gauahar signifies a positive vibrancy, bold attitude, sense of dedication and reflects our brand spirit-young, vibrant, and cool.
Going apt with the same, this association has been established to connect with the youth consumers at ground level," Videocon Telecom Director and CEO Arvind Bali said.
Videocon Telecom has a subscribers base of over 10 million across four circles. It offers services in the states of Bihar, Gujarat, Haryana, Madhya Pradesh and Uttar Pradesh.
According to telecom regulator TRAI, the company added 2,30,929 new users in a month to take its total user base to 71,33,758 at the end of March 31, 2015.
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