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Japanese electronics firm Casio has roped in singer and music director A R Rahman as brand ambassador for its electronic musical instruments division.

Association with Rahman will help it develop market and change its image as a high quality keyboard maker, Casio India, a 100 per cent subsidiary of the JPY 6 billion consumer electronics giant Casio Computer said in a statement.

Casio India Vice President Kulbhushan Seth said: 'The overall market size in India for keyboards is small and is growing at a slow pace. The key objective of bringing A R Rahman on board is to contribute to music by developing the market.'

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A majority of children start learning on Casio keyboards and even when they mature they still associate them with mini- keyboards, unaware that it has high quality feature rich keyboards for advanced learners as well, Seth said.

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'With A R Rahman as brand ambassador, we want to break this myth and change Casio's image amongst serious musicians,' he added.

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A R Rahman said: 'By this association with Casio, I appeal to everyone that they should learn music as it helps in the overall development of the personality.'

Casio India sells keyboards in India ranging from Rs 2,495 to Rs 30,995 as well as Synthesisers for professional musicians and digital pianos.