Pioneer ropes in Shahid Kapoor to hawk audio systems

Pioneer, the Japanese electronics manufacturer, has rolled out a marketing campaign for its car audio products, featuring the new brand ambassador, Shahid Kapoor.

The campaign has been developed by K&L Arms Communications, a one year old JV between K&L Advertising, Japan and Arms Communications, India.

Watch the TVC here:

"The primary objective of the campaign is impact and visibility with emphasis on quality of performance," said Reet Ahluwalia, chairman, K&L Arms Advertising.  "For Pioneer, Shahid Kapur was a natural choice as there was a perfect fit  between the values that Pioneer stands for and the values that Shahid exemplifies in his work, and his career."

Piggybacking on Kapoor's "youthful looks" and "dancing prowess", the agency aims to target 22-30 year olds buying cars with built in audio systems. "The creative concept is to demonstrate quality of sound of the Pioneer system coming from Shahid's car, in a disco which has experienced a power failure much to the disappointment of those dancing," added Ahluwalia. "Shahid's high energy dancing with the others in the disco suggests endorsement of the quality of the sound by everyone."

The TVC is being supported by a print campaign running in most automobile publications.