Toshiba ropes in Vidya Balan as brand ambassador

Toshiba India has roped in film actress Vidya Balan as its brand ambassador. Balan will endorse the new line of products that the company has launched including LCD TVs, refrigerators, notebook PCs and washing machines. Dentsu Marcom has created a set of six television commercials featuring the actress. TVCs will be followed by print and outdoor. Yuzo Kato, managing director, Toshiba India, said, “We will try to leverage our association with Vidya Balan as much as we can. Most of the communication for Toshiba will feature the actress.” He did not specify the marketing budget earmarked for the year. “Our marketing activities are still in the planning stages,” he said. Animesh Misra, vice president, Dentsu Marcom, said, “The client wanted to portray the international and upscale imagery of the products through the communication.” The positioning of the campaign is “Think innovation. Think Toshiba”.