Mahindra scooters gets new brand ambassador


After riding a ‘Flyte’ in Bollywood blockbuster 3 Idiots, actress Kareena Kapoor has joined hands with Mahindra & Mahindra to endorse their scooters.

The actor is following the footsteps of her co-star in the film Aamir Khan, who had recently joined hands with the firm to promote its newly launched bike, Stallio.

“My experience with Mahindra Scooters dates back to two years ago, when I rode a Mahindra PowerScooter in 3 Idiots as Pia. I am delighted to be working with Mahindra two-wheelers,” reminisced Kareena.

Under the agreement, the diva will endorse all the three scooters of the company — Rodeo, Duro and Flyte. She will also feature in print, electronic and online campaigns of Mahindra & Mahindra (M&M).

The first advertisement will be for Rodeo, which is slated to appear later this month.

Talking about Kareena’s association, M&M senior vice-president (strategy and market development) Viren Popli said: “There are very few actresses who are as stylish and hardy as Kareena. Our scooters are also same and hence she completely fits the bill.”

He, however, did not share details of the company's agreement and said: “It is for more than a year.”

Last month, M&M had entered the high-revenue motorcycle segment by launching two models at both ends of the spectrum — Stallio, a 110-cc entry-level bike, and Mojo, a premium 300 cc offering.

Popli said the company has so far focused on building networks and creating capacity. “Now, we need to push volumes.”

The company is aiming to sell 220,000 scooters in this financial year compared to 70,000 units in 2009-10, he added.