Toshiba India, a 100% subsidiary of Japan’s Toshiba Corp., has just launched a fantastic new range of products that cover important products such as notebook PCs, LCD televisions, refrigerators and washing machines. With these new strategies, Toshiba expects revenue of US$1 billion by 2015 in India! The company is also looking at a market share of about 10% in the consumer durables industry!
The Indian sub-continent will now be represented by famed Bollywood actress, Vidya Balan, while endorsing the respected company of many years. You remember seeing her on a Surf Excel ad in 1998? Well, Balan will be Toshiba’s very first brand ambassador in the country! By choosing Vidya Balan, Toshiba’s executives believe the revamped product lines will deliver new levels of value to Indian consumers and strengthen Toshiba’s presence in the Indian market. Toshiba considers their commitment to the Indian operations as vital and also have a strong focus on the Indian consumer who is slowly but surely becoming the definitive lifestyle and home appliance buyer.
Vidya Balan who has not done much for advertising after her first Hindi movie, ‘Parineeta’, will be a brand ambassador with a difference—one chosen on pure star appeal than brand appeal. Before her film career, she had already done 25 advertisements with her mentor, Pradeep Sarkar, helping direct her all the way through. Three years earlier, Sarkar finally helped Balan blaze through the public’s consciousness with a powerful performance in Parineeta.
In fact, Yuzo Kato, the managing director at Toshiba India had mentioned that he hoped to achieve “…a stronger, bolder presence here in the Indian market, which is witnessing immense changes in the lifestyles of its consumers.” Further elucidating on choosing Vidya as an endorsee, Kato said that he was well aware of “…the good will and regard Vidya enjoys from her fan following throughout the country, across generations and regions.” Kato also wishes for Vidya Balan’s personality to instantly add a celebrity appeal to Toshiba’s products and services in India.