MUMBAI: Sony Ericsson has appointed Bollywood actor Hrithik Roshan as its brand ambassador for India and SAARC countries.

Roshan will endorse all Sony Ericsson products and will be part of the company’s marketing initiatives, says a release. Roshan will play a key role in further strengthening the brand’s connect with the local audience in India, and in enhancing brand recall and popularity to fuel business growth.

Says Sony Ericsson India general manager Sudhin Mathur, “With Movies being the face of our society; Bollywood is one of the most effective routes to connect with the Indian audience, as it offers instant entertainment, instant identification, instant star power and strongly influences popular culture. Hrithik Roshan was an obvious choice for us, as he is the perfect synonym for the Sony Ericsson’s brand values of performance, lifestyle and entertainment.”