Indian consumer electronic Brand Noise has appointed ace cricketer Virat Kohli as its new brand ambassador to promote the brand’s line of smartwatches. Kohli will star in the brand’s multi-media campaign to engage youth both in India and abroad. 

The internationally recognized sportsperson will be leveraged to highlight the health features of Noise’s wearable. Kohli’s popularity amongst young shoppers will also be harnessed, helping the brand further its presence in this consumer demographic. 

“We are thrilled to welcome the Indian cricketing legend Virat Kohli as a Noisemaker,” said Noise co-founder Gaurav Khatri in a press release. “Our leadership in the smartwatch domain perfectly mirrors the journey Virat has undertaken to become a fan favourite the world over. With our continuous zeal to listen to the noise within, coupled with the need to deliver a power-packed performance, we are certain that his association with Virat will further bolster our connect with the young audience in India and overseas.”

Kohli’s laser-sharp focus on fitness and his idea behind ushering in the era of ‘super athletes’ was cited as the main reason behind the partnership. This partnership is a true representation of the synergy between the two established leaders of their respective domains and what it means to ‘listen to the noise within.’ The collaboration, combined with Noise’s co-creation ethos, will strengthen consumer loyalty and trust. 

Over the past nine financial quarters, Noise has held its position of being the strongest Indian brand in the smartwatch category. Amazon and Flipkart have also listed Noise as among their bestselling brands for four years in a row. 

“I always believe in working with brands that I resonate with,” said Kohli about the association. “Excited to join the passionate team of Noisemakers as I partner with Noise which is constantly creating new statements and has truly ushered in the era of smart wearables, putting India on the global map. Our partnership symbolizes our shared belief of listening to the noise within.”

The brand also has Bollywood actor Taapsee Pannu and cricketer Rishabh Pant in its impressive list of brand partners.