John Players youth connection with Ranbir Kapoor

Posted on 29 March 2010 by BMMBoxer

“The New Face of Cool is Here”, this is John Players latest campaign with their very new brand ambassador. ITC’s John Players have roped in Ranbir Kapoor, the current Bollywood sensation to endorse the clothing brand. Hrithik Roshan was earlier endorsing the brand.

John Players also intends to expand its reach by opening more stores, aiming at 300 stores from the current 225. Atul Chand, Chief Executive, ITC’s lifestyle retail business division, “John Players is a mid-priced brand. It is not a destination brand such as Wills Lifestyle and won’t make consumers travel far. We have to take the brand closer to the consumer. He should not have to make an effort to access the brand.”

On their association with Ranbir Kapoor, Chand added, “We needed a strong connection with the youth. At this leg of the brand’s journey, Ranbir personifies the changes in the youth’s attitude.”

He further clarified on Ranbir replacing Hrithik, “When we repositioned John Players, the brand needed a fashion icon like Hrithik Roshan. John Players is now ready for the next stage of moving closer to the youth.”

John Players campaigns and promotions will all be centered around the Bollywood hottie. Chand concluded, “We have lined up on-ground promotion, tying up with his films for promotions and also contests in the social media.”

Check out John Players website, updated with latest Ranbir Kapoor campaign.

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