Chinese Mobile Brand Tecno Surprises With Hollywood Endorsement

Challenger Chinese mobile brand Tecno has surprised us by roping in Hollywood star Chris Evans as its global celebrity endorser.

The budget-friendly brand has been focused on emerging markets and achieved success in Africa in recent years. It is keen to replicate this in South Asia and hopes its tie-up with the Captain America star would raise brand awareness and revenue.    

Prior to Tecno’s deal with the Hollywood actor, it has been backing EPL’s Manchester City across Asia and has had an endorsement from popular Pakistani actress Mehwish Hayat, however, the brand’s sponsorship dives in India, namely with IPL team Kings XI Punjab and NDTV’s Youth For Change television show have resulted in withdrawals.   

It seems rather surprising why the brand hadn’t plunged into local deals with gusto when they tend to be more affordable than a typical Hollywood endorsement, and more so when the frosty Sino-Indian ties and resulting backlash on Chinese brands has thawed.