Super Cassettes Industries today said it has budgeted around Rs 100 crore for promotion of its 'T-Series' brand mobile handsets next year and has engaged Mumbai-based PR firm Everest Brand Solutions to spearhead the campaign, which kicks off next month.

"After the test launch of T-Series mobile handsets some months back, we are working on a major branding exercise to position the product as a mass market entertainment device leveraging the company's strength (music)," Super Cassettes Industries (SCI) Vice-President (Digital Content) Neeraj Kalyan told PTI.

Everest Brand Solutions, a part of Rediffusion DY&R, is working on a national campaign that will be rolled out using the mass media by next month, he added.

"In 2011, we will spend Rs 100 crore on brand promotion of the mobile phones," he added.

The company, which has sold about one lakh handsets since the test launch earlier this year, is targeting a 5 per cent share of the mobile handset market in India in the next two years.

"About 1.2 crore handsets are sold every month in India (including grey market). T-Series is targeting a 5 per cent share of the same in the next two years," Kalyan said.

Everest Brand Solutions has a portfolio of brands including ACC, Akai, Emami, Indian Overseas Bank, Mount Shivalik Breweries, Tata Housing and Parle