Toshiba Corporation has appointed cricketing legend, Sachin Tendulkar as the brand ambassador for its entire product range — laptops, LCD television sets and home appliances, as well as for corporate branding in India. With Tendulkar on-board, Toshiba will soon launch an extensive, cross-product media campaign with the key message, ‘Quality, Technology, Design’.

Commenting on this appointment, Kenji Urai, managing director, Toshiba India, says in a press statement, “Sachin is an influential figure, and his sporting achievements are in tandem with Toshiba’s ‘Leading Innovation’ tagline.”

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Tendulkar will be featured in Toshiba advertisements in major media, including television, print, outdoor and radio.

Thus far, Toshiba has been a tad shy on the advertising front in the Indian market, as compared to aggressive advertising by its competitors, across the categories it is present in. After roping in Tendulkar, the brand seems to be going all out with an ad campaign with mass appeal. Small wonder then, the company has opted for an ambassador with just that –tremendous mass popularity.

For the record, Vidya Balan was Toshiba’s first brand ambassador in India and had been endorsing the brand since 2008. Balan was seen in several television advertisements endorsing the products’ consistency, by drawing parallels with that of her own acting prowess.

Currently, Tendulkar endorses a plethora of other brands, including Reynolds, Adidas, Royal Bank of Scotland, Boost, Sunfeast and Aviva.

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