MUMBAI: Samsung Telecommunications India (STI) has appointed actor – director Aamir Khan as its new brand ambassador for mobile phones.

The developemnt is in sync with the company’s new brand positioning exercise that is aimed at doubling its market share.

Incidentally, Samsung’s competitor Nokia recently appointed Shah Rukh Khan as its brand ambassador.

Samsung also launched five new mobile phone models with a new tagline – "Next is What?", which will be used in its communication material.

"With Aamir Khan as our brand ambassador, our strong, differentiated product line-up and our enhanced distribution reach, I am confident that we should be in a position to double our market share in India this year," said Samsung South West Asia Headquarters President and CEO H B Lee..

The new handset range launched targets consumers across the multimedia (imaging and music), business lifestyle and popular segments.

The new launches include SGH-i450, which is priced at Rs 15,000; the SGH-G800 (a 5 mega pixel camera phone with 3x optical zoom), which is priced at Rs 21,799; i550 and D 880 (each priced at around Rs 25,000); D 880 at a price of Rs13,799; and J210, which is priced at Rs 6,649.