MUMBAI: Sony Ericsson announced the launch of Spider-Man 3 limited edition phones. With this, Sony Ericsson will offer its customers preloaded Spider-Man 3 wallpapers, screen savers and movie clips with the purchase of the very popular K310i, K510i, Z550i and Z530i.

Sony Ericsson, India general manager Sudhin Mathur said, “We are extremely delighted to launch the limited edition Spider-Man 3 handsets. I’m sure these fun phones with customized Spider-Man 3 features will be a hit with the customers. Featuring Spider-man 3 on Sony Ericsson handsets represents our latest addition to mobile entertainment for our customers.”

This association will further strengthen Sony Ericsson’s position as a leading mobile entertainment brand. It has consciously and effectively associated itself with Bollywood as part of its localisation strategy for India. This has been achieved via several initiatives like KANK, Asha and Robbie World Exclusive Remix and providing embedded Bollywood content on Sony Ericsson phones. It has also been associated in the past with Hollywood favourites like Casino Royale, Star Wars and Spiderman 2 to successfully leveraged the platform of entertainment via several initiatives focused on movies and sports.

Its association with Spider-Man 3 will play a key role in further strengthening the brand’s connect with the Indian consumers as the movie will be adapted in various languages.