Celkon Mobiles elevated its national presence in 2012 by appointing cricket sensation Virat Kohli as brand ambassador, targeting youth with 3G, Android, and multimedia-packed devices. The campaign launched during IPL via a TVC directed by Rohit Dhawan, son of David Dhawan, featuring Kohli alongside actress Zoa Morani for the C770 DJ model. This partnership symbolized …
Celkon Mobiles elevated its national presence in 2012 by appointing cricket sensation Virat Kohli as brand ambassador, targeting youth with 3G, Android, and multimedia-packed devices. The campaign launched during IPL via a TVC directed by Rohit Dhawan, son of David Dhawan, featuring Kohli alongside actress Zoa Morani for the C770 DJ model. This partnership symbolized Celkon’s shift from regional dominance to pan-India appeal through celebrity-driven innovation.
Campaign Launch Details
Announced on April 24, 2012, the endorsement highlighted Celkon’s youth-focused features like dual-SIM, entertainment apps, and multilingual content. Kohli starred in his first ad for the brand, praising its fresh creativity and multimedia capabilities that matched his on-field energy. The TVC, produced by Cornerstone Sports, aired nationwide, boosting Celkon’s visibility amid rising smartphone adoption.
Key Quotes from Stakeholders
Celkon Executive Director Murali emphasized Kohli’s fit for their “youthful features,” kickstarting a multimedia push. Kohli noted the challenge of partnering with a South success story eyeing national markets, enjoying the ad’s vibe directed by Rohit Dhawan post his Desi Boyz hit. Dhawan called Kohli a “brilliant communicator and actor,” easing his ad debut despite the cricketer’s non-acting background.
Strategic Impact
This move aligned Celkon’s quality-driven, feature-rich phones with Kohli’s rising stardom, fueling expansion from Hyderabad roots. It preceded 2014 launches like Millennium series, blending tech with star power for Tier-2/3 markets. By 2025, Celkon’s budget lineup echoes this early celebrity strategy.
