MUMBAI: Standard, part of Havells India, has appointed Bollywood actress Alia Bhatt as its brand ambassador.

As part of this association, Bhatt will endorse products through an advertising campaign, which is slated to be launched by end of September 2015.

The ad campaign, comprising three TV commercials, has been conceptualised and executed by Mullen Lintas.

In keeping with the changing consumer preferences and enhancing brand appeal to younger consumers, Standard, a key player in the electrical products segment, unveiled its new identity earlier this year.

Havells India chairman and managing director Anil Rai Gupta said, “We are delighted to have Alia Bhatt as the brand ambassador for Standard brand. She truly represents the young energy of India, which will be the new positioning for the brand. We firmly believe in fulfilling the aspirations of modern day consumers who are confident, independent and do not want to settle for less. She aptly represents our brand’s ideology of style with substance and is a perfect blend of everything that the brand stands for.”

Bhatt added, “I love the positioning of ‘built for young energy’ since I can completely relate to this. I believe today’s youth symbolise confidence, trust and intelligence and deserve the best in class products. Brand Standard is making that possible by fulfilling the aspirations of today’s contemporary consumers with world class products and wonderful product range.”