SYSKA Group, India’s premier fast moving electrical goods (FMEG) company, announced today that it has made award-winning Bollywood actor Rajkumar Rao the brand new face. Rajkumar Rao will work closely with the company to promote Syska products in the LED and fan segments. Rao enjoys mass appeal for his unconventional films and is one of the most versatile actors of today. They have a strong engagement with the urban audience as well as the Tier 2 and 3 markets, which make up a large portion of Siska’s target groups.
After the untimely and unfortunate demise of Irrfan Khan, Syska’s first brand ambassador, the company was looking for a dynamic and well-loved brand ambassador who is as homegrown and authentic as the brand Syska. Rao made his debut in the Indian film industry and gained nationwide recognition for his impeccable performance. Syska, likewise, has grown manifold to become a pioneer of LED lighting in the country, within a short period of time. Parallel between the two, the actor was found to be perfectly fit to support the brand.
Commenting on Rajkumar Rao’s onboarding, Mr. Rajesh Uttamchandani, Director, Syska Group said, “We are extremely excited to have Rajkumar Rao as the new face of Syska Group. Due to his sensible choice of work and roles, Rajkumar is a suitable choice for the brand which reflects a sensitive and mature actor. We believe that our journey in Siska is reflected in his work. We are confident that our engagement with Rajkummar Rao will grow strongly and help re-establish magic at the heart of Siska’s loyal consumer base. “
Commenting on being the brand new face, the versatile actor Rajkumar Rao said, “For me, Syska is a high quality, 100% homegrown brand. This is a leading company whose story is truly inspiring and one that I can relate to easily. Syska has created a niche category that is good for the country and is successfully convincing users to switch from traditional CFLs to LED lights. I believe this is a very confident move, and for me it gives confidence that you should always work hard and give your hundred percent to stay light years before the competition. As a customer, it serves as a promise that we can always expect the best from Syska. “
In this partnership the Syska Group launched a new advertising campaign, in which Rajkumar focused on LED and fans, highlighting the many accolades the brand has earned over the years. The campaign will start soon and will be executed strategically through major TV channels across GECs and news genres to reach the general public in metro, tier-2 and tier-3 cities. Its aggressive digital presence with high-traffic publishers will further increase reach among new-age customers and only add momentum during the entire festival season until the new year.
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