While Shah Rukh Khan is already endorsing market leader Nokia mobile phones, Samsung has now signed up Aamir Khan to take on Nokia.

"It's not very unusual to find Aamir Khan and Shah Rukh Khan endorsing rival brands. But it (the rivalry) may get played out (through this campaign)", said Santosh Desai, managing director and CEO of Future brands.

Earlier, both the Bollywood stars have endorsed rival beverage brands Coke and Pepsi, and cars such as Toyota Innova and Hyundai Santro. Samir Miglani, AVP Cheil Communications the in-house creative agency of Samsung, says, "The mobile market is dominated by Nokia, and through our campaign with Aamir, we want to take it head on".

Samsung has over 7% market share in the GSM market, which is dominated by Nokia with nearly 70% share.

Besides Shah Rukh (Nokia) and now Aamir (Samsung), Hrithik Roshan endorses Sony Ericsson. India with 250 million mobile subscribers is the fastest growing market in the world. Experts say, the next wave of subscribers is expected to come from rural sector where the telecom density is very low at 23%.


TimesOfIndia

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