HLL is out to hit two birds with a stone. The FMCG major in a bid to promote its new sun protection cream for men, Fair & Lovely Menz Active, and extend its association with cricket, is supporting the truncated version of cricket – Twenty20 – as title sponsor.
The first official Twenty20 Cricket tournament will be played at the Chinnaswamy stadium in Banaglore.
Elaborating on the initiative, HLL Brand Manager, Prabh Simran Singh, said, “Both are targeted at men. We believe that Twenty20 cricket has the potential to change the story of cricket and it merges quite well with our brand message, ‘Change your story’. The format of the game has been a global success and with India scheduled to participate in the Twenty20 World Cup next year in South Africa, it’s a thumbs up for us.”
Twenty20 Cricket is a single innings cricket in which each team bats for a maximum of 20 overs. The game is completed in about three hours, with each innings lasting around 75 minutes. It was introduced to create a lively form of the game and has been quite successful.
Six teams are participating in this tournament – Chemplast, KSCA, Air-India, Indian, ONGC, and Bradman’s Eleven.
Ashok Venkatramani, Vice-President, Skin Care, HLL, said, “For us, this launch is not just another launch – for the first time, Fair & Lovely marks its entry into the male domain of grooming. While a number of men were using products from the Fair & Lovely stable, we have worked on an innovation that gives them just the skin care product they have been looking for – a combination of ingredients that promises long lasting fairness with 100 per cent more sunscreen and never-before-smoothness with silicone conditioners.”