Siyaram Silk Mills signs Dhoni as brand ambassador

Company News

NEW DELHI, November 1

Siyaram today announced the appointment of India’s foremost youth icon and dashing cricketer Dhoni as its brand ambassador. Dhoni will endorse both the Siyaram’s brand and also MSD – Monday to Sunday Dressing, the new Men’s apparel brand from Siyaram’s.

Recognising the ever-changing profile and psychographics of young India, Siyaram’s too is undertaking a metamorphosis in its style, personality and imagery. A new, more dynamic logo, the addition of a new visual mnemonic called the ‘flarrow’ and a new Siyaram’s campaign that is designed to communicate this new incarnation – all these form the core of the future strategy that the Siyaram’s brand is adopting today.

The new logo, while retaining its heritage and original form, has been enhanced to represent the dynamic and restless energy of young India. The new visual mnemonic called the ‘flarrow’ is going to represent the new Siyaram’s and is also going to be incorporated in all MSD branded apparel and will be representative of the brand’s personality encompassing youthful energy, passion and success.

Dhoni will feature in all new Siyaram’s brand as well as the MSD brand campaigns. His appearance will be given a fresh makeover and he will be presented in a completely new imagery and avatar.

Speaking on the occasion, Mr. Ramesh Poddar, MD & Vice Chairman, Siyaram’s said, “Dhoni is the perfect brand fit for us. Our research across the category shows us that he represents the four key attributes of style, passion, dynamism and timelessness and is also an ideal role model for young India. These four attributes form the core of our new brand personality and we feel that the synergy is complete”

Having established a leadership position in the fabric segment, Siyaram Silk Mills Ltd. is now forward integrating itself from fabric manufacturing to a fashionable designer of readymade garments and accessories for men. With a new positioning platform of “Fabric to Fashion, the Siyaram’s brand has announced its foray into readymade garments with the launch of its new “Siyaram’s MSD (Monday to Sunday dressing)”. Siyaram’s MSD promises to offer the latest in design trends to the discerning Indian male and has a complete range of garments and accessories catering to the lifestyle, aspirations and tastes of the neo-Indian. Targeted at the young Indian, Siyaram’s MSD (Monday to Sunday dressing) comprises of formals, semi formals, evening wear, casuals and club wear.

Adding to this, Mr. S. P Shah, Sr. President Marketing of Siyarams said – The MSD (Monday to Sunday Dressing), brand has three distinct advantages over any other brand in the market – a 30,000 strong distribution network of Siyarams to choose from, fabric expertise of Siyarams that ensures quality and value for the consumer and the brand equity of the Siyaram’s brand itself. In the next five years, we hope to make MSD the largest menswear brand in the country”.

Siyaram’s MSD is targeted at today’s youth and aims to provide its customers the best product quality at the most affordable prices.

For further information, please contact:

Harpreet Singh Marwah @ Clea Public Relations @ 9810276332