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Chennai, Mar 18: After buying MS Dhoni outright for $1.5 million, India Cements Ltd (ICL) has bonded with a pair of Kollywood heartthrobs to lend its DLF Indian Premier League (IPL) franchisee, Chennai Super Kings, a young image and fun quotient.
On Tuesday, at a glittering function in Chennai, ICL announced that Tamil actors Vijay and Nayanathara would be brand ambassadors for Super Kings.
Former Indian skipper and opener Krishnamachari Srikkanth will be another brand ambassador for Super Kings. Addressing a glittering function, TS Raghupathy, executive president, ICL, said: “With the leading actors on board, the company will kick-start a series of innovative and fun-filled events and promotional activities to make Chennai Super Kings formidable and great entertainers.’’
The forthcoming T20 tournament would be a major brand equity earner for the company, Raghupathy said. “ICL association with cricket is well known and decades-old. We are the only company that has over 17 teams in various domestic tournaments. With the young brand ambassadors and young talent pool in our team, we believe that our franchisee would provide the country a formidable team of fearless entertainers who play to win,” he said.
He said ICL would soon come out with an ad blitzkrieg involving the brand ambassadors. On the revenue model, he said: “We are looking at revenue coming from sponsorship of T-shirts and caps, advertisements on helmets, shared revenue from TV rights and the BCCI central pool, gates collection and merchandising of other items.”
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