Publication: The Economic Times Edition: Kolkata The appliances division of Godrej & Boyce will extend the recently-launched EON brand for its entire product basket. The company, which launched a new line of refrigerators and microwave ovens under the premium EON brand, will extend the brand to other product segments, including air-conditioners, washing machines and DVD players.  Godrej & Boyce has also roped in Bollywood actress Preity Zinta as brand ambassador for the appliances division. Though the actress will promote Godrej's entire appliance range, the major thrust will be on the EON line. The company has decided to spend nearly 4% of its turnover for advertising purpose. "The EON brand was conceptualized to bring about an image makeover to the appliances range. It has been positioned as a premium brand and we will extend it across all product categories by December.  Actress Preity Zinta has been roped in to provide youthful essence in line with the new positioning strategy," Kamal Nandi, vice president (sales & marketing) of the appliance division, Godrej & Boyce, said in a meeting here on Thursday. Incidentally, Godrej & Boyce had a three-year brand endorsement contract with Preity Zinta for the appliances division which expired in 2005. "After the contract expired, we took a break since there were several products under development and we were thinking of a new positioning strategy.  We are now going to break a new Rs 10-crore campaign with Preity Zinta, which has been created by JWT for the refrigerator range," Mr. Nandi said. Godrej & Boyce is in the process of a national launch of a new range of split air-conditioners under the EON range, which will be priced at Rs 30,000 upwards. While the appliances division has a turnover of Rs 1000 crore, it is estimated to touch Rs 1400 crore by March 2008. "Prime growth drivers will be ACs and refrigerators riding high on the Eon brand, said Mr. Nandi.