A new face or a 'used' face?

Nokia has roped in bollywood star Alia Bhatt as its brand ambassador. The smartphone maker needs an image makeover as it must be perceived as a brand for youth. The only problem, though, is that till early last year, Bhatt used to be the face of rival Chinese smartphone brand Gionee.

Nokia’s move, reckon experts, might not have the desired impact. Though Gionee had its own share of struggle—it sold its India operations recently—Bhatt made the brand popular. “Her ‘selfiestan’ campaign still resonates,” says Ashita Aggarwal, marketing professor at SP Jain Institute of Management and Research. “I am not sure whether viewers would perceive her as a new face of Nokia or a ‘used’ face now endorsing Nokia.”  

Nokia contends that the brand made the best choice. “Bhatt’s recent work show maturity. We feel that this is the right time to come together,” says a spokesperson.