Liquor major Allied Blenders and Distillers has roped in dashing cricketer Shikhar Dhawan as its brand ambassador for Jolly Roger music CDs.
Deepak Roy, Executive Vice-Chairman and CEO, ABD, said: “Our brand, Jolly Roger, connects well with the young consumers. The youth of this country have a competitive spirit and an overall positive attitude in all aspects of life and as a brand, Jolly Roger resonates well with this spirit of the Indian youth to be seen as a person of unwavering and unconquerable spirit. As the endorser for Jolly Roger Shikhar, Dhawan is a strategic fit for the brand to reinforce its imagery and continue making inroads to the minds of the consumers.’’
“In cricket or life, attitude is the key to success. It has always driven me to stand firm and move ahead. Jolly Roger stands for ‘the winning spirit’, it is this attitude — of an unconquerable spirit to push ahead and remain positive that I relate with. I wear the attitude, not in words but in action. That is why I find a perfect connect in what I believe and the brand,” Dhawan said.
The company plans to promote the brand through a 360 degree marketing with outdoor, print, radio and point of sale displays.
Bindu.menon@thehindu.co.in