Thursday, September 29, 2011
Kaspersky Lab appoints Sachin Tendulkar as brand ambassador
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Kaspersky Labrecently announced that it has appointed Sachin Tendulkar as its brand ambassador, starting October 2011. Calling it an “exclusive association in the antimalware field,” Sachin will represent Kaspersky Lab brand in India, as well as other regional markets around the world.
According to the brand, the association of Kaspersky Lab with Sachin is quite appropriate, as “both recognized and respected worldwide for excellence in their fields.” Speaking about the choice of Sachin as the brand ambassador, Mr. Harry Cheung, Managing Director of Kaspersky Lab - Asia-Pacific, said:
“Cricket is like religion in India. The youth of this nation looks up to Sachin Tendulkar as a huge inspiration. We are naturally excited to be associated with the cricketing maestro....Sachin Tendulkar personifies our core brand truths of Relentless Expertise, Always Ahead, Different, Optimized and Reassuring. We recognized the great synergy between our brand and Sachin Tendulkar, both being leaders and specialists in their own fields. Through this association, Kaspersky Lab aims to strengthen brand recall to meet the company’s ambitious growth plans. We believe that Kaspersky Lab will benefit from the tremendous credibility and influence of brand Sachin.”
Commenting on the association, Sachin Tendulkar said:
My view on the tieup:''I am very happy to be associated with Kaspersky Lab - a leader in IT security space. To be part of their major involvement in sponsorship of world-class sporting events such as motor sports, rugby, and now cricket will indeed be wonderful. I myself have used Kaspersky products in the past to protect my personal computers and mobile devices, and am satisfied with the performance, security and speed. Just like in cricket, where you need quicker reflexes, what I understand is that Kaspersky’s response time to threats is much quicker and faster than the others.”
Very strategic move by Kaspersky Lab. It is already known by moderate computer users in India. With Brand Ambassador in place, surely the target segment is home user rather than corporate world. Even having brand presence in mind of users, Indian market is tough to sell softwares more importantly security products. I do believe Kaspersky will be more present but will that mean translation into more sales, we will have to see.
Especially, the market has seen giant Microsoft coming up with free antivirus software "Security Essentials" and we can not deny Norton brand presence in minds of most of Indian users.
This post was written by: Saumya Aggarwal
Saumya Aggarwal is a professional blogger, web designer and marketer. Follow him on Twitter
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