JK Cement has for the first time, brought on board a celebrity endorser for its various products. Cricketer Virender Sehwag has been signed for a two-year period.
Nitish Chopra, brand manager, JK Cement, says: "JK Cement has been around for 35 years. With this comes a lot of experience. And, with Sehwag being one of the senior-most members of the Indian cricket team, there was this instant connect with the brand."
Chopra adds, "Both JK Cement and Sehwag are performers in their own rights and both stand for reliability, trust and dependence. Sehwag’s association will help to differentiate the brand and further reinforce the key brand virtues that JK Cement stands for."
In a press statement, Sehwag said: "I am happy to be associated with a company and a brand that puts a high premium on quality and performance. I wish them a long and productive innings in the marketplace."