Sony Ericsson has roped in Bollywood actress Kareena Kapoor as its new brand ambassador for the region.

Bebo launched the company's exciting new portfolio of phones comprising the much awaited XPERIA™ X10, XPERIA™ X10 mini, XPERIA™ X10 mini pro, Vivaz™, and Vivaz™ pro on Saturday.

Further building up the excitement, the company also declared to unveil a forceful marketing campaign with a barrage of new constituents, including its alliance with Kareena Kapoor. Another appealing facet of the company's forthcoming campaign will be the greater emphasis on digital and social networks marketing, which is in synergy with what today's evolving consumer needs.

While speaking on the launch of the novel handsets, Hirokazu Ishizuka, Corporate Vice President and Head of Asia Pacific region, Sony Ericsson Mobile Communication stated, "As a brand, we have evolved. The proliferation of social and digital media is changing the consumer experience with mobile phones and the new portfolio we present today really takes communication entertainment to the next level."

"Being one of the most widely-followed youth-icons, Kareena matches the level of energy, vibrancy, passion and fun associated with Sony Ericsson, and thereby elevates the aspiration value of the brand. We are also extremely excited about re-energizing the digital space with Kareena, as we debut her social networking that will allow her to engage with the rapidly growing digitally-evolved fan-base over various social networking platforms," Hirokazu added.

While talking about her association with Sony Ericsson, an elated Kareena said, "I am very happy to be associated with Sony Ericsson. Having experienced the new phone - the XPERIA X10, I believe that Sony Ericsson truly represents the fusion of communication and entertainment in mobile device. I love my new feature rich Sony Ericsson XPERIA™ X10 that allows me to easily keep in touch with my family and friends, while keeping myself entertained on the go." (With Inputs from Agencies)