Indiantelevision.com Team

(20 October 2007 6:00 pm)

MUMBAI: Further reiterating its association with mobile entertainment, mobile handset company Sony Ericsson has announced the launch of limited edition Saawariya handsets.

Preceding the release of the Bollywood film from Sony Pictures the promotion promises Sony Ericsson customers an opportunity to meet and greet the stars of the movie.

This new promotion will entitle customers of the Limited Edition Saawariya handsets to get a chance to attend a special evening with the star cast of Saawariya. In addition there will an assured gift in the form of a Saawariya audio CD and pre-loaded wallpapers and ring tone of the movie.

These special edition packs will be available across a wide range of Sony Ericsson models J110, J120, J121, K220, K320, K510 including the latest model T250i.

This association will further strengthen Sony Ericsson’s position as a leading Mobile Entertainment brand. Sony Ericsson has consciously and effectively associated itself with Bollywood as part of its localization strategy for India. This has been achieved via several initiatives like KANK (Kabhie Alvida Na Kahna), Asha and Robbie. Remix content will be embedded on Sony Ericsson phones. Sony Ericsson has also been associated in the past with Hollywood films like Casino Royale, Star Wars and Spiderman 2 and 3, to successfully leverage the platform of ‘Entertainment’ via several initiatives.

Sony Ericsson’s association with Saawariya will play a role in further strengthening the brand’s connect with the Indian consumers. The Sony Ericsson Limited Edition Saawariya handsets are available at all the leading retail outlets across the country.