Deepika Padukone who is brand ambassador of Kingfisher Airlines, Levi Strauss, Parachute hair oil, and Tissot SA has been signed by State-run BSNL as its new brand ambassador. She has replaced the squeaky, bubbly girl, Preity Zinta.
BSNL, country's largest telecom operator with 74 million customers, has not renewed Zinta's contract of Preity Zinta which ended last week as it was eager to associate the brand with a younger face.
Among the handset companies, BSNL's rival Airtel has cine stars like Vidya Balan and Madhavan as ambassadors. Spice has hired Katrina Kaif, Nokia has Shah Rukh Khan, Idea has Abhishek Bachchan, and Amir Khan endorses Samsung Mobile phones.
BSNL has off late been very aggressive in its marketing exercise in order to shed the typical PSU image and be seen as a lively brand for all categories of users.
The company is learnt to have a Rs 100 crore ad and marketing budget.
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