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Luminous signs Sachin Tendulkar as the brand ambassador

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | May 04, 2010
Tendulkar will represent the entire product portfolio of the brand, including inverters, batteries, UPS and renewable energy systems

Luminous Power has signed on Sachin Tendulkar as the brand ambassador. The contract has been signed for more than three years. Tendulkar will represent the entire product portfolio of the brand, including inverters, batteries, UPS and renewable energy systems.

The ad spends for Luminous will be around Rs 60 crore in the financial year.

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Speaking about Luminous' brand value and its association with Tendulkar, Rakesh Malhotra, founder and CEO, Luminous Power, says, "Sachin represents the core values of the Luminous brand, that is, reliability, consistency, longevity and highest standards of Integrity. As our brand face, he will reinforce the communication of Luminous' core brand values to the country, the diaspora and cricketing fans around the world."

To reach the consumer, the brand has already launched three TVCs, which are on-air. It is now preparing for BTL activities. Meridian handles the creative duties for the brand.

On the brand's association with Tendulkar, Rensil D'Silva, executive creative director, Meridian says, "Sachin's personality goes with the brand's reputation as 'ghar ghar ka chirag'. Tendulkar has the same kind of energy the brand has."

Tendulkar states that he is excited about the association with Luminous, as according to him, Luminous is known for innovations, with proven reliability and performance.