Ray Ban Sun Optics (I) Ltd has roped in cricketers Harbhajan Singh and V V S Laxman as ambassadors to endorse its brands, Ray Ban and Killer Loop. This is the first time that the company has gone in for celebrity endorsement for its products. The company feels the brands gel with the persona displayed by these two players on the field.
It is not yet clear if the two cricketers will endorse both the brands or a single brand each.
According to sources close to this deal, it is likely that Harbhajan Singh will endorse Killer Loop in keeping with the 'Turbanator''s flighted delivery which has claimed a number of wickets in matches.
According to industry sources, Ray Ban is also planning a range of some 80 new models for the summer season, which will be unveiled by the two brand ambassadors.
Ray Ban, which was previously the eyewear division of Bausch & Lomb Inc, was taken over by the Italy-based Luxottica group. Luxottica holds 44 per cent stake in Ray Ban Sun Optics India Ltd.
Internationally, Luxottica's product portfolio boasts of brands such as Giorgio Armani, Emporio Armani, Vogue, Ferragamo among others.
Source: Business Standard