Tata Sky ropes in Asin as its brand endorser

South Indian actress Asin, who is set to make her Bollywood debut in the film Ghajini, has been roped in by Tata Sky to endorse its direct-to-home (DTH) services. The DTH company is banking on the actress' popularity in southern markets, and the new contract is effective from January next year.

Ghajini, the Hindi remake of the Tamil hit which also starred Asin, has Tata Sky's other brand endorser, Aamir Khan, in the lead and will be released on Christmas. Khan would however continue to endorse the Tata Sky and Tata Sky+ brands.

Vikram Mehra, chief marketing officer, Tata Sky, said, "We have signed a long term association with the actress Asin and it was not limited to any particular film release. An official announcement in this regard would be made by next week."

Tata Sky has started offering Tamil films in its pay-per-view section, and also runs the Sri Venkateswara Bhakti Channel offering 'darshan' of the Tirupati deity. It plans to introduce stories in Telugu and Tamil in its value-added service for children, Active Stories.

Asin's popularity in the southern states should help the DTH service better market its product. The actress has also endorsed CavinKare, Mirinda and Colgate amongst other brands. A campaign featuring the actress is to be launched soon.


Courtesy: televisionpoint.com