As Lava aims to strengthen it’s brand in India, the captain of the Indian cricket team will be the new face of Lava’s multi-channel marketing campaign as well as brand engagement activities. However, the value of the deal is yet to be disclosed.
The company’s larger local rivals Micromax has Hollywood actor Hugh Jackman as it’s brand ambassador while Intex has Farhan Akhtar promoting it’s Aqua range of smartphones.
Lava has already set up its first manufacturing plant in Noida and plans to invest Rs 2615 crore in a phased manner to scale it up to have an annual production capacity of 216 million phones.
The company also has overseas operations in Thailand, Nepal, Bangladesh, Sri Lanka, Pakistan, Indonesia, Mexico, Middle East and Russia and is the No 1 smartphone brand in Thailand.