NEW DELHI: Syska Group has roped in award-winning Bollywood actor Rajkummar Rao as the new face of the brand. Rao will work closely with the company to promote Syska products across LED and fan segments.

After the untimely and unfortunate demise of Syska’s first-ever brand ambassador Irrfan Khan, the company was on a lookout for a dynamic brand ambassador. Rao enjoys mass appeal for his unconventional choice of movies and is one of the most versatile actors of today. He has a strong connect with urban audiences, as well as with those from Tier 2 and 3 markets, which make up the large segment of Syska’s target groups, making the actor the perfect fit to endorse the brand.

Syska Group director Rajesh Uttamchandani said, “We are extremely excited to have Rajkummar Rao as the new face of the Syska Group. Rajkumar is an apt choice for the brand because of his discerning choice of work and roles which reflects a sensitive, and mature actor. We believe that our journey at Syska is mirrored in his work.”

Rajkummar Rao said, “For me, Syska is a high quality, 100 per cent homegrown brand. It is a pioneering company whose story is truly inspiring and which I relate to easily. Syska has created a niche category which is good for the country and has been making great strides in successfully convincing users to switch from traditional CFL to LED lights.”

Under the partnership, Syska Group will launch a new ad campaign with Rajkumar focusing on LED and fans, which will be executed strategically through leading TV channels in GEC and news genres in order to reach the masses across metro, tier-2 and tier-3 cities. Its aggressive digital presence with publishers having high-traffic will further amplify the reach amongst the new-age customers and will only add to the momentum during the entire festival season right up to New Year.