Valvoline Cummins has appointed Australian cricketer Ricky Ponting to endorse its line of automotive and industrial products and services. The company has also launched a 4-stroke engine oil ‘Champ 4T’.
Naveen Gupta, MD, Valvoline Cummins, said, “The commanding and charismatic Ricky Ponting epitomises Valvoline’s brand ideology of high performance, reliability and leadership. As we enter our next phase of growth, there is a need for a special brand ambassador. Ponting, one of cricket’s most gifted batsmen, is the right ambassador for our brand as he can always be relied on to deliver best results.”
Commenting on the marketing plans for Champ 4T, Gupta said, “There will a combination of various media used for promoting this new product. As we are targetting the high-end motorcycle user, we will use Internet, television and print, along with BTL activities.”
Valvoline Cummins Ltd commenced its operations in India in 1998, and has a current base of 54 stock points delivering products and services to 500 distributors, reaching more than 15,000 retail counters across India.