 "Dhawan replaces Dhoni as brand ambassador for Big Bazaar")
With his twirled moustache and unique style, India’s new batting star Shikhar Dhawan is finding many takers off the cricket field.
According to reports, Kishore Biyani’s flagship clothing brand Big Bazaar has roped in Dhawan as its brand ambassador. The yet-to-be-launched promotional campaign for FBB’s winter collection replaces the earlier Desh badla, bhesh badlo (new attire for a new nation), featuring cricketer MS Dhoni and actor Asin.
Dhoni has been the face for the country’s biggest retailer since 2009. Dhawan’s mass appeal and connect with the youth match what Dhoni offers to brands and is therefore seen as a great fit for a brand like Big Bazaar.
[caption id=“attachment_1118145” align=“alignright” width=“380”]  Shikhar Dhawan. BCCI[/caption]
The 27-year-old, left-handed batsman from Delhi - who commands anywhere between Rs 75 lakh and Rs 1 crore annually for endorsements - has signed half a dozen new deals in recent months.
Future Group’s move also signals that it is focusing on the apparel industry, after selling off Pantaloons, its departmental store format to the the Aditya Birla Group. Kishore Biyani, Future Group’s promoter and group chief executive (CEO) now wants to drum up the credentials of his other apparel brands.
Referring to H&M, the Swedish departmental store’s racy campaigns, Biyani told Business Standard,"We are styling our campaigns on similar lines with edgy shots and ambassadors with an attitude. If H&M has (UK footballer David) Beckham, we have Shikhar Dhawan."
Biyani said that he wants to sell more under the FBB brand, keeping the prices low. “The real challenge is how to make people pick up eight pieces instead of three pieces of clothing, which they are now doing at our stores,” he told BS.
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