ABD ropes in Shikhar Dhawan as brand ambassador

The Indian cricketer will endorse Jolly Roger music CDs

BestMediaInfo Bureau | Delhi | December 6, 2013

Allied Blenders and Distillers (ABD), one of India's largest and the fastest growing spirits companies, has roped in the dashing young Indian cricketer Shikhar Dhawan as its brand ambassador for Jolly Roger music CDs.

"In cricket or life, attitude is the key to success. It has always driven me to stand firm and move ahead. Jolly Roger stands for 'the winning spirit', it is this attitude – of an unconquerable spirit to push ahead and remain positive that I relate with. I wear the attitude, not in words but in action. That is why I find a perfect connect in what I believe and the brand,” said Shikhar Dhawan, the confident young sportsman with his characteristic flair.

Deepak Roy, Vice-Chairman and CEO, ABD, said, "Our brand Jolly Roger connects well with the young rum consumers. The youth of this country have a competitive spirit and an overall positive attitude in all aspects of life and as a brand Jolly Roger resonates well with this spirit of the Indian youth to be seen as a person of unwavering and unconquerable spirit. As the endorser for Jolly Roger, Shikhar Dhawan is a strategic fit for the brand to reinforce its imagery and continue making inroads to the minds of the consumers."

The company plans to promote the brand through 360-degree marketing with outdoor, print, radio and point of sale displays.

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