Toyota signs up AR Rahman as brand ambassador for Etios

Rahman will endorse the Etios through various marketing campaigns, the company said Friday.

"There is a very strong connect between the product and its brand ambassador, with both being global, innovative, reliable, and a class-above quality," said Hiroshi Nakagawa, managing director, TKM.

The new Toyota hatchback is said to have been designed for  the mass volume segment of the Indian market and will compete in the Rs.3-5 lakh price band.

"I believe real quality is created when skill meets dedication, when insight meets inspiration, when passion meets perfection. This is why I am happy to be associated with Toyota. The same values drive Toyota in whatever they do," said Rahman on his association with Toyota.

Sandeep Singh, deputy managing director, marketing, said
the Toyota brand in India would  get stronger and far-reaching "with Rahman in our multi-media campaigns".

TKM is aiming for sales of 70,000 units in the first year. It is targeting about 10 per cent share of the Indian passenger car segment by 2015.