Setting waves, JK Super Cement announces Indian cricket sensation Jasprit Bumrah as its brand ambassador. The association is an important milestone in JK Super Cement's journey of transformation and is in complete unison with the refreshed identity of the brand—sustainable, strong, and limitless.
Love Raghav, AVP & Head of Branding at JK Cement, said, "We are very excited to welcome Jasprit Bumrah as the brand ambassador. His 'discipline', 'consistency', and'strength'—the values he stands for—reflect what we stand for at JK Super Cement. This alliance is the true manifestation of our brand ethos—an abiding respect for excellence."
After exhaustive analysis and creative strategy for ten months, the refreshed brand boasts of a new logo and modern packaging. Raghav further explained that the transformation is in line with the future vision of JK Super Cement.
According to Anuj Khandelwal, Business Head at JK Cement, the reason behind this change in identity is: "As the customer's expectations are evolving, so are we. Our new brand identity reflects our adherence to innovative, high-quality solutions to serve the emerging customer needs of the industry. The partnership with Jasprit Bumrah strengthens this philosophy and brings it alive.
Exclusively represented by RISE Worldwide, Jasprit Bumrah said, "I am absolutely excited to join hands with the JK Cement family. The brand's 50 years of strength and resilience resonate with the qualities that hold significance for me in my cricketing journey. Together, we will be building stronger and better futures."
Improved brand image:
A correctly chosen brand ambassador can lift the brand image with qualities such as gaining trust, credibility, and prestige. This builds positive perception and a strong brand identity correctly.
More brand awareness:
Normally, brand ambassadors have huge followings in addition to publicity in media outlets. This may give a brand much wider visibility and reach, introducing it to a new segment.
Emotional connection:
They could also relate to the consumers on an emotional basis by telling them their stories, achievements, and personalities. This would likely mean a better likeliness for the brand.
Influence of purchase decisions:
One word from an ambassador might be enough to influence the purchasing choice of any consumer. Successful brand ambassador partnerships beget long-term relationships where both brands and ambassadors continue to see great benefits from the said partnership in more ways than one.
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