MUMBAI: Over the years, Vivo's association with the Indian Premier League (IPL) has indisputably helped the smartphone-maker connect with its consumers. To further cement its bond with the game, Vivo has named sports icon Virat Kohli, also the captain of Royal Challengers Bangalore, as its brand ambassador. With the association, the brand aims to reach the millennials and technologically driven consumers.

A 360-degree marketing approach will characterise Vivo's partnership with Kohli. The cricketer will be seen spreading awareness and promoting the launch of the Chinese smartphone major’s upcoming products series in the pipeline. The association will include all ATL and BTL activities, including the brand’s forthcoming TV campaigns and print, outdoor, social media, and events.

Vivo India director-brand strategy Nipun Marya said, "We are thrilled to have Virat Kohli on board. Collaborating with someone as effervescent as Virat is a great way to better connect with our young consumers. Along with Aamir Khan and Sara Ali Khan, we wish to widen our brand reach, and we are confident that associating with a sports figure will help us in reaching a wider audience."

Kohli said, "As a sportsperson, I understand the importance of consistency and commitment in the game. Vivo, as a brand, has established itself as one of the leading players in the Indian smartphone market with its consistency towards delivering innovative technology. The way Vivo has brought joy to its customers' lives through simplified technology, and advancements in mobile photography are game-winning."

Vivo, which competes with players like Xiaomi and Samsung in the Indian market, is also the title sponsor of the 2021 edition of the IPL. This has helped the brand establish a connect with young Indian users, along with expanding its pan India presence. As part of its commitment to 'Make in India', all Vivo smartphone series are manufactured at the Greater Noida facility.