She has done
it for Kodak and now she is doing it for Silk n Shine. Marico has signed on Bollywood actress Katrina Kaif as the brand ambassador for Silk n Shine, a post-wash conditioner.
Kaif has been associated with other brands, too, having promoted Procter & Gamble's Pantene, Reckitt Benckiser's Veet and Kodak as well as other products.
Silk n Shine is a two year old brand and this is the first time it has chosen a brand ambassador for itself.
Says Saugata Gupta, head, marketing, Marico, "As a brand, Silk n Shine is all about hair care beauty. There is a certain treatment that has to be attributed to it, whether while promoting the product or associating it with a celebrity. Katrina Kaif is also about beauty and she will complement to Silk n Shine's brand presence. The question here is how to leverage Katrina's presence."
Ambience Publicis is the agency responsible for creating the communication strategy for Silk n Shine. It will soon come up with a communication displaying Silk n Shine's association with Kaif.
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