ABD ropes in Shikhar Dhawan as Brand Ambassador for Jolly Roger

Allied Blenders and Distillers Pvt. Ltd, one of India’s largest and the fastest growing spirits company has roped in the dashing young Indian Cricketer - Shikhar Dhawan, as its brand ambassador for Jolly Roger music CD’s.

"In cricket or life, attitude is the key to success. It has always driven me to stand firm and move ahead. Jolly Roger stands for 'the winning spirit’, it is this attitude – of an unconquerable spirit to push ahead and remain positive that I relate with. I wear the attitude, not in words but in action. That is why I find a perfect connect in what I believe and the brand.” says Shikhar Dhawan, the confident young sportsman with his characteristic flair.

Speaking on the announcement Mr. Deepak Roy, Vice Chairman and CEO, ABD said, "Our brand, Jolly Roger connects well with the young rum consumers. The youth of this country have a competitive spirit and an overall positive attitude in all aspects of life and as a brand Jolly Roger resonates well with this spirit of  the Indian youth to be seen a person of unwavering and unconquerable spirit. As the endorser for JRR, Shikhar Dhawan is a strategic fit for the brand to reinforce its imagery and continue making inroads to the minds of the consumers"

The company plans to promote the brand through a 360 degree marketing with outdoor, print, radio and point of sale displays.