MUMBAI, Aug 3: In a bid to refurbish the Oxemberg brand in the ready to wear apparel segment, Siyaram Silk Mills Ltd, has roped in Bollywood style icon Saif Ali Khan as its brand ambassador.
Siyaram Silk Mills Ltd, is a leading producer of blended high fashion suiting’s shirting’s and apparels
The Bollywood star would also endorse other key brands like Siyaram and MSD from the textile major’s stable.
Saif Ali by signing the pact, has joined the list of other celebrity brand ambassadors including Hrithik Roshan and Mahendra Singh Dhoni currently endorsing J Hampstead and the flagship brand Siyaram, respectively for the company.
‘The objective is to enhance the positioning of Oxemberg brand as the most sought after brand among the young and aspiring Indian youth and Saif Ali Khan’s persona reflects that charisma,’ Gaurav Poddar, Director, Siyaram Silk Mills Ltd said.
Siyaram has enhanced its annual marketing budget to Rs 35 crore compared to Rs 25 cr last year to leverage the brand appeal by occupying more shelf space and thereby boosting revenue.
Oxemberg, which was initiated as a measure of forward integration based on the company’s strength of manufacturing fabrics, currently contributes Rs 100 crores and we hope to raise the revenue from this brand to Rs 200 crores with the brand image of Saif Ali Khan, Mr Poddar added. (UNI)
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