BENGALURU : Intex Mobiles has roped in Kannada actor Sudeep, who is also the anchor of Suvarna TV’s reality show Bigg Boss Kannada 2, as its brand ambassador for a year. The TV/movie star launched Intex’s new range of aqua mobile handsets – Aqua Style- in Bengaluru earlier this week.
Intex Technologies (India) that got into the mobile business around two years ago, had initially focused on the north and west Indian markets. Now, it has set its eyes on the south to help grow its business, starting off with Karnataka. The company is targeting revenues of Rs 6500 Cr by FY 2016.
The company states that its revenue doubled to Rs 2000 Cr in FY-2014 as compared to Rs 1000 Cr in FY-2013 and it plans to close the current fiscal with revenue of Rs 3500 Cr and 65 per cent of the company’s business comes from mobile phone sales.
Intex senior general manager mobile business Sanjay Kumar Kalirona said, “The Aqua range has been widely accepted by our customers across India. The Aqua Style has been designed keeping in mind, the need for style and quality. We are focused on increasing our footprint in Karnataka and I am certain that our association with Sudeep will be well accepted by the regional audiences. With Aqua Style, we aim to empower youngsters looking for a mobile that speaks about their personality.”
Earmarked for brand spends is Rs 150 Cr for FY-2015, with around Rs 100 Cr solely on mobile phone promotion. Intex is planning a Rs 30 Cr to Rs 40 Cr campaign over the next three to four months, with a big percentage of the spends in south India. The campaign will cover print, television, radio, outdoor, social media and BTL activities, along with retail branding strategies.
The company manages most of the creative work through in-house execution and the company has two to three agencies for media-buying activities.
Intex is a player in India in mobile handset, consumer durables and IT accessories. It claims that it has a pan India presence through its wide network comprising 29 stock and sales offices and over 800 service touch points.