Abhinav Bindra is brand ambassador for Samsung India

Olympic gold winner for shooting, Abhinav Bindra, will don a new haircut and be associated with Samsung India for its consumer electronics business.

The ace shooter will feature in ads for Samsung's flagship 'Crystal Series' of LCD televisions, which have been conceptualised by Cheil Communications  for print, outdoor and TV  commercials.

The print ads will be released today, followed by outdoor ads and a TVC in the following week.

The TVC has been directed by Ravi Udyavar of Ravi Udyavar Films.

The print and outdoor ads will have Bindra swearing by 'Design is a passion, Performance is a thrill' promise of Samsung.

''The Samsung brand stands for qualities of innovation and excellence in performance. And these very same qualities are epitomised by Abhinav Bindra, whose Olympic Gold medal feat has made him a youth icon today,: said H B Lee, president and CEO, Samsung South West Asia Headquarters, said in a statement.

"We are indeed very proud and privileged to have him as our brand ambassador for our consumer electronics business,'' Lee said.

Ruchika Batra, general manager, corporate communications, Samsung South West Asia, remarked, ''Abinav Bindra was a part of the Samsung Olymipcs Ratna Programme and hence, to rope him in as brand ambassador was a natural progression. Bindra is synonymous with performance and consistency and hence, he is in sync with the brand fit of Samsung India.''