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ReturnIndia:Siyaram Silk Mills signs Dhoni as 'brand ambassador'
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PublishDate：
2006-11-01 16:47:00
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Mumbai: Siyaram has launched Monday to Sunday Dressing (MSD), the new men's apparel brand and has announced the appointment of India's cricketer Dhoni as its brand ambassador. Dhoni will endorse both the Siyaram's brand and MSD.
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 . Siyaram's MSD claims to offer the latest in design trends to the 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 comprises of formals, semi formals, evening wear, casuals and club wear.
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, states an official release.
Siyaram's MD and vice chairman Ramesh Poddar 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."
Adding to this, Siyaram's senior president marketing S.P Shah said, "The MSD 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."
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, adds the release.
Siyaram's MSD is targeted at today's youth and aims to provide its customers, good quality at affordable prices, claims the company.
Source: Industry Website
