and shirting brand Donear announced late evening on Monday that it has signed Yuvraj Singh as its brand ambassador. The contract was probably signed a few days ago, but the company has decided to make the announcement now as the middle order hitter is in the news these days because of his marvellous sixes in the T20 World Cup that was played in South Africa.
Ajay Agarwal, executive director, Donear Industries, explains the choice: "Yuvraj Singh is an all rounder, a youth icon and has a great fan following. He represents dynamism, trust and durability, all of which symbolise our company. Looking at the all round persona of Yuvraj and the brand attributes of Donear, we feel Yuvraj is the perfect representative for Donear."
The tagline used by Donear, 'If you can dream it, you can do it', probably fits in well with the brand ambassador's character, too.
This is the first time that Donear has used a brand ambassador. The company is at a junction where it intends to turn around its marketing strategy. Yuvraj Singh with his young spirit provides the right impetus for this strategy.
Singh says, "Donear is one of the oldest textile brands in India. It is regarded as one of the top three well known brands in India in its product category. It's a pleasure to be associated with a brand that is so old, so well known and so well acclaimed."
The media mix will include a variety, from television to press, hoardings to posters and danglers. Multimedia will be a large chunk of the advertising.
Singh has been signed on for a period of two years.