Skore condoms has announced its strategic partnership with renowned West Indies cricketers, Dwayne Bravo and Chris Gayle. The cricketers will be the brand ambassadors for Skore and promote their product range. As a part of the association, the players will also re-create Bravo’s famous “Champion” song for the Indian audience.
Skore, of TTK Protective Devices Ltd, is a part of Indian business conglomerate TTK Group. In a short span of 3 years, the brand has risen to become the 3rd largest Condom Brand in India. The association of cricketing champions Bravo and Gayle has been closely in line with the company’s Young & Innovative brand imagery. Together, the duo will recreate Bravo’s famous Champion song for the Indian audience. In addition to the “Champion” song, the brand ambassadors will also be actively involved in brand promotions.
Commenting on the association, Vishal Vyas, Head of Marketing, Skore Condoms said, “We are thrilled by our latest association with Chris Gayle and Dwayne Bravo. This partnership launches our “Champion” line of products – an advanced range of condoms from the house of Skore, a brand that has well positioned itself as cool, naughty and fun-loving. The personalities of our ambassadors embody and re-enforce this. With their association, we now look at expanding our marketing efforts to cricket-loving youth.”
Commenting on the partnership, West Indies Cricketer Dwayne Bravo said, “I’m very impressed with the image Skore has created for itself. Fun-loving yet responsible is a balance that is hard to achieve but one I firmly believe in. Everyone deserves to have some fun but it’s even more important to be responsible. That is what a real champion does. I’m excited to be able to encourage others to do just that by recreating Champion for Skore along with Chris.”
“Skore has taken the condom market by storm in this country. Discussing safe sex practices still has certain stigmas associated with it in many countries. I hope this partnership can break stereotypes while also promoting the innovative offerings of the brand,” added celebrated cricketer, Chris Gayle.
Skore’s association with renowned West Indies cricketers, Dwayne Bravo and Chris Gayle, began through a series of fun exchanges on Twitter, when Skore approached Bravo to re-create the Champion Song. Gaining rapid attention in Twitter in the hashtag #SKOREfeatDJBravo, the cricketer duo also invited women to shake a leg and send in their entries to feature in the song’s video.
The Campaign is inspired by the DJ Bravo’s viral hit single “Champion” launched just before the ICC World T20 which gained massive popularity with cricket fans across the world who celebrated the song as a victory score, especially after the West Indies team won the World Cup. The song had well over 26 million views since its release in March, 2016. Notably, Chris Gayle was also one of the celebrities to be featured in the official lyric video of the song.
Women from across the country have been invited to share their unique dance moves on Twitter over the next 2 weeks. The videos will be deliberated upon, to select winners to feature in the Indian Champion video with Bravo and Gayle. The new video is expected to be released in September, 2016.