• Investment World
• eWorld
• Brand Line
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest
• The New Manager

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Cross Currency

• Rates
  
  

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources

Group Sites

• The Hindu
• Business Line
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Nina Varghese

Chennai , May 22

It's time to polish your shoes and spike your hair, the Dhoni way.

Sara Lee Household & Body Care India Pvt Ltd, the 100 per cent subsidiary of Sara Lee Corporation, has signed up the Indian cricket's youth icon Mahendra Singh Dhoni to endorse Brylcreem hair care products and Kiwi shoe polish, according to Mr S. Suresh, Managing Director, Sara Lee Household & Body Care India Pvt Ltd.

The commercials are likely to be on air soon, he said.

He said that this was not the first time that Brylcreem was endorsed by a cricketer. Several years ago, former test cricketers Farokh Engineer and Dennis Compton (in the UK) were the brand ambassadors for the hair care product, he said.

Mr Suresh said the company had made the brand more contemporary and youthful with gels for wet look, ultra hold, dandruff control and the recently launched UV glow styling get.

The UV glow styling gel is targeted at the party animals and is especially designed for the after hours.

Brylcreem has also joined the `back to Nature' bandwagon and has launched Brylcreem Naturals last month. The cream contains ingredients such as wheat germ, aloe vera and jujuba oil.

The company also manufactures and markets the Kiwi range of shoe care products. The shoe care market in India is estimated at Rs 100 crore of which Kiwi has 35 per cent. The growth in this segment has been up to 5 per cent with new formats such as shoeshine sponge and liquid polish contributing to the growth.

Sara Lee manufactures the shoe care range at its Maramalai Nagar factory near Chennai, which has become the sourcing point for Sara Lee's worldwide requirements. The entire global supply of one of the products, the Kiwi express shoeshine sponge, is sourced from this factory.

More Stories on : Promotions & Offers | Personal Products

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Buy a PC on pre-paid card model

Copyright © 2006, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line