MUMBAI: Producer, director and television host Karan Johar is now associating himself with British based luxury brand, Alfred Dunhill as its brand ambassador.

This one year brand association between Alfred Dunhill and Johar was arranged by Percept Talent Management (PTM), the recently launched outfit of Percept Holdings in association with Lachlan Murdoch. Johar will appear in the brand’s various campaigns including in-store placements.

Confirming the same to Businessofcinema.com, Percept Talent Management COO Vinita Bangard said, “For Dunhill, it would be predominantly be public relations (PR) and POP (point of purchase) and instore placements. However for the other brand that we are looking to tie up, he will be featured in a full multimedia campaign.”

“When we were speaking with Dunhill, their objective was to get the brand popular within the country amongst the niche luxury segment. It was at that moment we spoke with the brand and recommended Karan Johar,” she elaborates.

“Karan being a newer genre of celebrity, the association would help to break clutter and provide a breakthrough, hence the association,” she adds.

Apart from Johar, PTM has signed Priyanka Chopra, Nagesh Kukunoor, Shreyas Talapde and Randeep Hooda.