With just a week to go for the cricket World Cup, brands are in a last-minute rush to sign on cricketers.
The latest in that list is Flying Machine, the jeanswear brand from Arvind, which has signed on cricketer Mr Virat Kohli as its brand ambassador. The brand hopes Mr Kohli, a rising star in the brand endorsement space, can give a big push to its prospects in the days to come. Flying Machine is also in advanced talks with IPL teams for apparel licensing deals.
“Kohli is a youth icon who has come up on his own strengths and skills. Besides, he loves wearing jeans and sports a cool attitude with associates well with our brand,” says Mr Alok Dubey, Vice-President, Arvind Brands and Business Head, Flying Machine.
Campaign
Flying Machine plans to come out with a print and outdoor campaign featuring Mr Kohli for this cricketing season and a TVC for the autumn-winter season. “Three years ago, Flying Machine was a dead brand, before it was re-launched. Last year, the brand clocked sales of Rs 85 crore and this year, with the signing on of Mr Kohli, we are targeting Rs 120 crore,” says Mr Dubey. Virat Kohli also endorses Herbalife, Fastrack and Sangam Suiting.
Previously, Flying Machine had the Bollywood star Mr Abishek Bachchan and ethical hacker Mr Ankit Fadia as its ambassadors.
The brand is also in advanced talks with IPL teams for apparel merchandising deals. Last year, Flying Machine did a complete line for the Delhi Daredevils team.