Cricket star Virender Sehwag signs the brand ambassador for Italian sportswear brand Fila and will now be visible in Indian print and electronic media promoting Fila products.
“Cricket is a highly popular game in India and Fila intends to improve its brand presence with Sehwag,” Rajiv Bajaj, Chief Executive Officer of Fila India, said.
The company has signed Sehwag for a three-year period, during which the cricketer will feature in new ad campaigns.
It is been estimated that, in fiscal year 2011-12, Fila India earned revenue of Rs. 1.2 billion and it expects to gross Rs. 1.5 billion in the current fiscal. In view of the recent depreciation of the Indian rupee, Fila India is planning to increase the prices of all its products by up to 7 percent from next month.
Fila is present in India since 2010 and its products are currently available at 35 exclusive outlets (EBOs) and 1,800 multi-brand outlets (MBOs). Over the next three years, Fila is planning to increase its presence across India to 100 EBOs and 2,500 MBOs.