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Donear ropes in Yuvraj Singh — to launch brand for youth

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The T20 World Cup is home, and so are the endorsement opportunities for the champs.

Following the recent world record set by Yuvraj Singh, textile major Donear has roped him in as brand ambassador for its to-be-launched brand D’cot.

“All-around performance, and an aggressive and sporty personality that Singh is known for, matches the brand philosophy. He’s become a youth icon. Donear will have a better brand recall in association with him,” Donear President Sapan Surekha told Indiaretailing.

When asked about the new campaign with the cricketer, Surekha said, “The new advertising campaign is planned to be on air in the festive season; you’ll see Yuvy sporting the new brand.”

The D’cot collection confirms the textile major’s foray into the ready-to-wear category as also the retail sector.

“This is a value-for-money brand for the youth and will be sold in the price range of Rs 400-2000,” said Surekha.

Commenting on the company’s retail plans, Surekha confirmed, “We will open 35 exclusive D’cot outlets. These will be the value retail format, and starting from the metros, the brand will move into the tier II cities soon.”

At present, Donear is being retailed through a network of 44 agents, 290 wholesellers and 12,000 retailers.

— Ranjan Kaplish

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