Siyaram Silk Mills has roped in Mahendra Singh Dhoni as its brand ambassador. The cricketer will endorse the Siyaram’s brand as well as MSD (Monday to Sunday Dressing), the new men’s apparel brand from the textile group.
Siyaram is undertaking a metamorphosis in its style, personality and imagery and as part of the process has introduced a new and more dynamic logo, in addition to a new visual mnemonic called the ‘flarrow’. Meanwhile, a new Siyaram’s campaign has been designed to communicate this new incarnation.
Dhoni, who will feature in Siyaram’s new campaigns, will be given a fresh image makeover and presented in a completely new avatar.
Ramesh Poddar, Siyaram’s Managing Director and Vice Chairman, said, “Dhoni is the perfect brand fit for us. Our research across the category shows us that he represents the four key attributes of style, passion, dynamism and timelessness and also is a role model for young India. These four attributes form the core of our new brand personality and we feel that the synergy is complete.”
He further said that with a new positioning platform of fabric to fashion, the Siyaram’s brand had announced its foray into readymade garments with the launch of its new Siyaram’s Monday to Sunday Dressing. “It promises to offer the latest in design trends to the discerning Indian male and has a complete range of garments and accessories catering to the lifestyle, aspirations and tastes of the neo-Indian,” Poddar added.
S P Shah, President-Marketing, Siyaram’s, said, “The MSD brand has three distinct advantages over any other brand in the market – a 30,000-strong distribution network of Siyaram’s to choose from, the fabric expertise of Siyaram’s that ensures quality and value for the consumer and the brand equity of the Siyaram’s brand itself. In the next five years, we hope to make MSD the largest menswear brand in the country.”
The company has adopted a 360-degree communication strategy that comprises print, TVC, outdoor hoardings, the Internet, etc. The TVC broke last week, while print advertisements are breaking next week. The outdoor hoardings are slated to be put up in the next five days all over India.