Deepika Padukone, New brand ambassador of Sony Digital cam

Sony India roped in bollywood diva Deepika Padukone as the brand ambassador for its digital still camera category and will invest Rs 50 crore on marketing activities in the current fiscal. “We are aiming to uphold our number one position in the digital still camera category, with a market share of 45 per cent by the end of financial year 2010,” said Sony India Managing Director Masaru Tamagawa told reporter while announcing the association with Padukone. The company said it will make an investment of Rs 50 crore on marketing activities, including TV commercials, print campaigns, outdoor and shop-front display.

Sony invested over 5.5 lakh units of digital still cameras in the financial year 2009-10 and is now targeting to sell over 8 lakh units in 2010-11 fiscal. Sony India currently enjoys 42 per cent of the Indian compact camera market, expects to increase its share to 45 per cent this year.

Interestingly Kareena Kapoor is Sony Vaio’s brand ambassador.