Jimmy Shergill will take centerstage in mobile phone maker Human Mobile Devices’ new campaign for the HMD 105 & HMD 110 feature phones launch.

The highly lauded actor will appear as the face of the HMD 105 and HMD 110 ‘Khoob Chalega’, a 360-degree campaign spread through OOH, social media and digital, the company said in a press release.

Shergill’s association with Human Mobile Devices marks a significant milestone in HMD’s mission to connect millions of Indians with reliable and innovative communication devices.

Speaking about the recently formed partnership, Ravi Kunwar, VP- HMD India and APAC commented, “We are thrilled to welcome Jimmy Shergill as the face of the ‘Khoob Chalega’ campaign of HMD’s  105 & 110. Jimmy’s strong, resilient, and relatable persona perfectly embodies the spirit of our feature phones, which are designed to be durable, dependable, and accessible to the masses. His connection with audiences across India aligns perfectly with our commitment to providing reliable mobile experiences to all.”

Commenting on the union, Shergill said, “I’m excited to partner with Human Mobile Devices, a brand whose feature phones are known for their strength, and resonate perfectly with my own journey and values. These phones stand out for their reliability and accessibility, which are essential for everyday users. I’m excited to represent a brand dedicated to delivering quality and dependability to millions across India and look forward to what kind of innovation it brings to the table in the feature phone category.”

This alliance is part of HMD’S marketing mix to reach out to the target audience and create buzz about the range of products to offer.