In a nation obsessed with cricket, it takes a lot to be different. Italian fashion brand Police has taken a different path by signing on India’s leading squash player Ritwik Bhattacharya and actress Neha Dhupia as brand ambassadors. Police is well-known for its sunglasses, which are endorsed internationally by the likes of David Beckham.
Bhattacharya will be endorsing the recently launched watches and steel jewellery for Police India.
Sharing details, Haresh Chainani, Managing Director, Police India, said, “Police is new in India and Ritwik to many is also new. The sport he plays is also not very common. We are thus trying to be different and find different direction for the brand. We want to tell the audience in India that a great game like squash exits and Ritwik is a fantastic player who is currently ranked 49th in the world.”
“This is a good international association and it will definitely help the sport here in India too. It was a fresh opportunity for me as well as Police and I am glad we will be supporting each other,” Bhattacharya said.
The new brand ambassador has been signed on for a period of one year and will shoot for all TVCs and pose for all posters, visuals and POS materials for the brand.
“We also have a female brand ambassador Neha Dhupia, who is stylish and she, too, will endorse the brand for a period of one year,” said Chainani.
Police India has plans to launch small leather goods and writing instruments for the Indian market. Currently, the brand is available in all major metros in 50 plus outlets and has plans to double up that number in the next three months.