Sachin Tendulkar becomes brand ambassador of Jaypee Cement

Tendulkar has become yet another brand ambassador. This time it's Jaypee Cement, a subsidiary of the Jaypee Group. A new campaign featuring Tendulkar was released yesterday, and will be featured on television, print and OOH media. Although the Jaypee Group released its first ever television campaign in 2007, this will be Jaypee Cement's first mass media campaign.

The brand has adopted a new tagline: Andar se solid – which conentrates on the group's core values of trust, resilience and stability.

According to Jaypee group executive chairman Manoj Gaur, Sachin and Jaypee Cement are a perfect fit as they stand for similar values of inner strength, endurance and ever lasting performance.

The group has a strong presence in central and northern India and plans to expand across various states to have a pan-India presence. To make its presence felt in the current and new markets, it decided to have its first mass media campaign.