Associating with a celebrity endorser for the first time, JK Cement has signed Sehwag for a period of two years.

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 period of two years. The financial details of the deal could not be ascertained.

Talking to afaqs!, 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 says, “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.”

Sehwag will not just be restricted to the brand’s regular media tools such as television, print and radio. The company also plans to involve him in ground-level activation, engagement and various BTL activities.

Cement brands usually lie low on the communication front during the monsoons. A 360-degree campaign with the new brand ambassador is expected to break once the monsoon subsides.

Speaking about signing a celebrity brand ambassador for the first time, Chopra says that JK Cement realised the need to keep up with the times, with the cement space becoming increasingly competitive with the entry of more players, and with the rising significance of branding.

A part of the 125-year old JK Organisation, JK Cement features among the top 10 producers of cement in the country. The company is one of the only three producers of white cement in India. Its other value-added products include brands such as JK Wall Putty and JK Water Proof Compound.