Lubricants company TotalFinaElf India Ltd, a wholly owned subsidiary of French petroleum giant Total, has signed on 17-year-old Indian speed sensation Armaan Ebrahim as brand ambassador. Ebrahim has been signed on for a period of three years and he would endorse the company’s select range of products.
Thierry Gautier, CEO and Managing Director, TotalFinaElf - India, in an official communiqué, stated, “It’s a matter of pride that India is competing and coming up well in the global motor sports arena, winning accolades from everywhere. Motor racing is an ideal testing ground for lubricants’ performance. We clearly spotted a match for our core values in Armaan by way of his daring, youth and zeal to challenge the limit and excellence at various levels. Therefore, we decided to partner with him and sponsor him for his motor racing endeavours.”
He further said, “We are delighted about this partnership and firmly believe that Armaan has the potential to excel on the international racing circuit, given his remarkable performances in his formative years in the circuit both in domestic and international. Our decision to support him in the Indian subcontinent is also a reiteration of ELF’s commitment to motor sports globally and we look forward to working with him across a range of projects/products.”
Ebrahim is ELF’s first endorser in India and will be used extensively to support marketing and mass media communications of ELF brands. This partnership will enable ELF to further strengthen its dealer network by using Ebrahim extensively for its dealer and consumer promotions in the Indian subcontinent.
Speaking on the occasion, Ebrahim said, “It is a great honour for me to be associated with ELF Lubricants – a global leader in motor sports and also the international lubricants major. ELF is about performance and superior technology that has made them the world champions and I am thrilled to be part of the champion team – a dream for every motor racing driver. This is a great partnership and I am confident of doing well in the circuit and live up to the brand’s expectations.”
The company will primarily look at extensive consumer and channel promotions to leverage its brand through Ebrahim.