Aristocrat, a brand under V.I.P industries, has revamped its identity and roped in cricketers Ravichandran Ashwin and Rohit Sharma as brand ambassadors.
The brand has a new logo, tagline and a digital film has been conceptualised in-house to communicate the same.
The film showcases Ashwin and Sharma playing selectors as they're asked to promote the range of bags. They claim that they don't take anyone into the team without a test, and put the collection to it.
After taking it through three tests, the duo look to summarise the product. Ashwin refers to it as accommodating, with a good build and movement. While, Sharma's who himself has been labelled talented on the cricket field on numerous occasions, uses that as an adjective for the collection.
Radhika Piramal, managing director, V.I.P Industries, said, “We are delighted to have two powerful players from the Indian cricket team to endorse Aristocrat. R Ashwin and Rohit Sharma have passionately followed their dreams and have managed to become one of the best cricketers in the world. With ‘Unpack Your Dreams’ we wish to reach out to the younger audience who are passionate and want to urge them to pursue their dreams.”
Sudip Ghose, vice president sales and marketing, V.I.P Industries, added, “We have seen a growth in the demand for Aristocrat products over the last year and have also witnesseda surge in sales online. With the repositioning we wanted to extend our product offering with a new collection and create a fresh appeal for the brand, keeping in mind the evolving consumer and industry trends. We believe our new brand ideology and ambassadors will resonate with a younger audience who are passionate about their dreams and follow them no matter what.”