Shriram Transport Finance Company Limited, a leading player in the NBFC segment and India’s largest truck financing company, announced the signing up of veteran actor Dharmendra as its brand ambassador.
“We are convinced that Dharmendra would be an ideal choice as a brand ambassador for Shriram Transport and Finance Company Limited. Also known as ‘son of the soil’, Dharmendra empathizes with the plight and struggle of truck owners and drivers”, said R Sridhar, MD, Shriram Transport and Finance Company.
“Dharmendra is a national figure and an aspirational icon adored by people across the country. His personality reflects Shriram’s brand attributes, which stands for – strength and reliability. Dharmendra’s association with the brand would further strengthen our initiatives in improving the lives of the truck owners and drivers,” he added.
As part of the contract, Dharmendra will be endorsing the brand in multiple forms of communication to truck owners and drivers, and will also interact with them in events and promotional campaigns planned across the country, said a company release.
Signing the contract, actor Dharmendra said, “I am extremely proud to partner with a brand like ‘Shriram’ that has been a 26 year old committed player providing financial solutions to 3 lakhs of truck owners and drivers across the country. As part of my career as an actor, I have had the opportunity to interact with many truck owners and drivers and realize that Shriram has been the backbone of their livelihood. As a brand ambassador, I hope to further strengthen their trust in the Shriram brand”.
The signup is for a period of one year beginning May 2006.