Ambassador Alert: Asian Paints, Behrouz Biryani, Sleepfresh Mattress

Quick look at the new ambassadors roped in by brands this week

Asian Paints onboards Virat Kohli as the brand ambassador for latest offering 'Neo Bharat Latex Paint'

Asian Paints has onboarded Virat Kohli as the brand ambassador for their upcoming 'Neo Bharat Latex Paint'.

Asian Paints aims to expand its footprint in this dynamic industry and democratise it further with this new offering. These 'colours of progress', as is the tagline for Neo Bharat, are an ode to the millions of Indians who are in pursuit of a better life, and Asian Paints aims to partner with them in their journey. 

Kohli embodies the values and spirit of the brand reflecting Asian Paints' leadership and commitment to excellence and performance, making him the perfect face for both Asian Paints and the innovative Neo Bharat Latex Paint.

Expressing his enthusiasm, Amit Syngle, MD and CEO, Asian Paints says, "Our upcoming launch, Neo Bharat Latex Paint, marks one of Asian Paints' biggest moments in history, and having Virat Kohli as the face of this disruptive brand adds to our excitement. Kohli is credited today to transform the game and the Indian team in a way that many have not. His popularity cuts across regions, his persona exudes the confidence of the new India. Kohli’s influence and resonance with the masses perfectly align with this revolutionary product. Neo Bharat is set to not only redefine the paint category but also fuel the industry's growth in India. We welcome Virat Kohli to the Asian Paints family and look forward to this journey together.”

 Commenting on his association with Asian Paints, Kohli shares, “I am truly excited and ecstatic to be associated with a brand known for its leadership, innovation and strong values. Asian Paints for me represents more than a brand and is like cricket; being a part of almost every Indian Home bringing joy and exhilaration to our lives. Aligning with this transformational journey, I am truly honoured to be partnering the launch of Asian Paints Neo Bharat Latex Paint, propelling Asian Paints to being a strong part of a new and progressive India”.

Asian Paints will soon unveil further details about Neo Bharat Latex Paint and roll out a campaign for the brand with its ambassador. The campaign is set to go live across all mediums in the next few weeks, promising to be the biggest yet.


Behrouz Biryani ropes in Saif Ali Khan as its brand ambassador to introduce 'Nawabi Handi Dum Biryani' range

Behrouz Biryani has named Bollywood actor Saif Ali Khan as its brand ambassador. The association focuses on introducing a new ‘Nawabi Handi Dum Biryani’ range, representing the epitome of royal essence. 

The partnership between Behrouz Biryani and Saif Ali Khan, for the introduction of the 'Nawabi Handi Dum Biryani' range, is not a mere collaboration, but rather co-creation. This endeavour is a reflection of the brand's promise to deliver an unparalleled biryani experience, marrying the rich culinary tradition that Behrouz Biryani is celebrated for with the aristocratic legacy that Saif Ali Khan embodies, making him the ideal choice as Behrouz’s brand ambassador.

Adding a regal touch to the brand’s identity, the conglomerate between Behrouz Biryani and Saif Ali Khan primarily circulated across social media platforms via an ad film. Orchestrating the grand launch of 'Nawabi Handi Dum Biryani’ range, Saif is seen riding in a classic vintage car, accompanied by a royal cavalry of kingsmen and horses. The entire scenario depicts Saif’s royalty, complementing the royal experience that the new biryani range promises to offer with each bite. This spectacle within the ad film captures the essence of Behrouz Biryani's commitment to delivering a royal dining experience. 

Speaking of the collaboration with Saif Ali Khan, Nishant Kedia, CMO- India, Rebel Foods, states, “This is not just any brand ambassador partnership but a confluence of values, legacy and a commitment to bring the best for our customers. The Nawabi Handi Dum Biryani is a symbol of our dedication to culinary excellence, a deep-rooted legacy and our commitment to craftsmanship, much like the roles that Saif is well known for, that resonate with depth and authenticity. We're deeply honoured and excited for this association with Saif and look forward to sharing this royal indulgence with biryani lovers everywhere.”

To which Saif adds, “Embarking on this journey with Behrouz Biryani to bring the 'Nawabi Handi Dum Biryani' to life has been a delicious experience. It's about intertwining the richness of royal culinary traditions with the craftsmanship that Behrouz is renowned for. This collaboration is more than just bringing a dish to the table; it's about reviving a legacy and presenting it with a touch of modernity and elegance, ensuring each serving is reminiscent of a royal dawat.”

Vidya Balan chosen as the brand ambassador for Sleepfresh Mattress

Sleepfresh Mattress has roped in actor Vidya Balan as its ambassador. The collaboration will leverage the actor's popularity and influence to champion the importance of quality sleep and elevate brand awareness nationwide.

Raunak Agarwal, executive director, Raunak Coirs, the parent company of Sleepfresh Mattress states, "We are delighted to welcome Vidya Balan to the Raunak family as our brand ambassador. Vidya's dedication to excellence, combined with her grace and charisma, perfectly embodies the values we hold dear at Sleepfresh. We believe that her involvement will be instrumental in establishing Sleepfresh as the preferred choice for discerning consumers seeking exceptional comfort and quality sleep experiences. And, when two bankable brands collaborate magic happens.”

Commenting on the collaboration, Vidya Balan says, "Just like the movie scripts I choose, I am very particular about the brands I collaborate with. It is always quality over quantity for me. I'm excited to be associated with Sleepfresh Mattress, a brand that aligns perfectly with my belief in the transformative power of quality sleep. After the hectic shoots and travel; a good night's rest is essential for my physical and mental well-being, and I truly believe that sleep is your angel…so I'm passionate about encouraging people to invest in their sleep quality. I ensure I get deep restorative sleep. I look forward to partnering with Sleepfresh to spread awareness about the importance of choosing the right mattress and achieving the restorative sleep we all deserve."

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