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Budding tennis star Sania to shine in Lotto's ad campaign

Jul '05
Promising tennis star Sania Mirza, who propelled India's position at international level will sign an agreement with Italian sports goods major Lotto.

Sierra Industrial Enterprises, a premier retailer of Lotto and Disney shoes in India is already in talks with the teen tennis sensation.

Lotto hopes to encash Sania's fast emerging position on the International tennis apart from her growing popularity in India.

Delhi based ad agency Rediffusion DYR has been roped in for conducting the PR campaign.

Santosh Sood, COO, Rediffusion informed Lotto will maintain interests in both - sports and style fields. Despite Lotto being present as a brand in the country for long, has suffered from a serious visibility problem. But now, all that is in for a change, according to Sood.

Sania Mirza would feature in the adverts, print and billboards – in both, sports gear and casuals, as few women play tennis in India. Here, sports shoes make a fashion statement rather than a necessity for playing the game in India.

A Rs 3.5 crore ad spend has been earmarked for the Lotto campaign. TV campaign will be chalked out by Rediffusion at a later stage. However, financial details remain unavailable about Sania's deal with Lotto.

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