English footballers are "power icons" in Malaysia

Malaysian mobile telephone operator Celcom (Malaysia) Bhd is using well-known international footballers to reinforce its brand. Currently, the company is using four stars from the English Premier League - Ryan Giggs, Steven Gerrard, Michael Owen and Robert Pires - as its Power icons. Five TV commercials with the stars were shot at Manchester United FC and are already being shown in Malaysia in the lead-up to the World Cup tournament in Germany. Celcom's chief executive officer Datuk Shazalli Ramly told Sharen Kaur of Business Times (Kuala Lumpur) that the four footballers will also make it to Malaysia sometime at the end of the year to promote Celcom products on a wider scale and to meet fans. Celcom has also signed an agreement with FIFA to secure up to 28 well-known footballers from Germany, England, Argentina, Italy, France and Brazil, to be part of its further "Football Mad Nation" campaign.