The pen Company Uni Ball chose the Katrina Kaif as its Brand Ambassador. Uni Ball manufacture pen which range from Rs.20/- to Rs.200.
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Yet another example of how Indian branding scenario makes a mockery of the most evangelized concept of brand personality and its much required(?) correlation with the brand ambassador! No matter what, we Indians are immersed in the world of cricket and bollywood! In what way the glamour doll represents the aspirations of people who use these pens? In what way she represents anything similar to the concept of writing?(Oh yes, signing autographs!) How can one be like 'Kat' by associating himself/herself to Uniball? This is pure visibility game. The makers know very well that a picture of hers in the pack will get eyeballs stuck to it! Nothing else matters much in the much crowded market of writing instruments! So, not a bad move. Well done!
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