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Padukone as the brand ambassador for its digital still camera category and will invest Rs 50 crore on marketing activities in the current fiscal.

"We are aiming to uphold our number one position in the digital still camera category, with a market share of 45 per cent by the end of financial year 2010," Sony India Managing Director Masaru Tamagawa told reporter while announcing the association with Padukone for the cyber-shot range.

The company said it will make an investment of Rs 50 crore on marketing activities, including TV commercials, print campaigns, outdoor and shop-front display.

Sony had sold over 5.5 lakh units of digital still cameras in the financial year 2009-10 and is now targeting to sell over 8 lakh units in 2010-11 fiscal.

The company, which currently enjoys 42 per cent of the Indian compact camera market, expects to increase its share to 45 per cent this year.

The total market for digital still camera is around 1.3 million units and is expected to grow to 1.8 million units by the end of current financial year.