Deepika Padukone

State-run BSNL has appointed Deepika Padukone as its new brand ambassador replacing Preity Zinta.

BSNL, country's largest telecom operator with 74 mn customers, has not renewed Zinta's contract that ended last week as it was eager to associate the brand with a younger face.

Padukone has been contracted for a year, a Bharat Sanchar Nigam official said.

According to industry sources, Depika has been hired at a higher fee than Zinta.

Among the handset companies, BSNL's rival Airtel has cine stars like Vidya Balan and Madhavan as ambassadors. Besides, Spice has hired Katrina Kaif, Nokia has Shah Rukh Khan and Amir Khan joins Samsung Mobile phones.

BSNL has off late been very aggressive in its marketing exercise in order to shed the typical PSU image and be seen as a lively brand for all categories of users.

The company is learnt to have a Rs 100 crore ad and marketing budget.