In recent news, Chennai based menswear brand Indian Terrain has signed cricketer MS Dhoni as its brand ambassador on a two-year contract. It is a bid by the clothing company to parlay the cricketer’s appeal among youngsters into a branding push as it pursues a wave of growth through multi-channel retail strategies.
The menswear brand aims at providing men in India with premium smart-casual clothing. And as the brand claims, it caters to the needs of the cosmopolitan, mature and upwardly-mobile man. The range of garments offered includes shirts, trousers, t-shirts, shorts, sweaters, jackets, and denim.
The founder chairman of Indian Terrain, Venky Rajgopal said, “Our brand is represented by the ‘Spirit of Man’ logo and we believe that Mahendra Singh Dhoni truly exemplifies all the attributes that our brand stands for.”
He said that Dhoni’s inspiring presence, quiet fortitude and power-packed performances on and off the cricketing field, make him the ideal representative of the brand.
“We are not linking the brand ambassadorship with the fact that he plays cricket. We have a tie-up with an individual who will be on the mind of the Indian public for at least two-three years,” Venky further added.
The brand is pursuing increased online sales through multi-brand e-tailer platforms and on its own website launched recently even as it doubles up on physical, franchised stores in an omnichannel retailing strategy push, top executives said at an eve
Charath Narasimhan, Managing Director, Indian Terrain, said that the association with Dhoni will help the brand strengthen its leadership position in the southern markets and aid expansion in the North and East markets. With this new start, Narasimhan said, “We are looking to refine our offerings under Terrain Jeans and build a unique collection for young Indians.”
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