Hockey Stars To Endorse Mansion House

By sagarmedia on May 10, 2012 | Leave a Comment | Edit

TI Re-iterates Its Commitment To Support Sports &Sportsmen

May 10, Mumbai: Tilaknagar Industries Ltd. [TI] today introduced the cream of Indian Hockey National Team as its brand ambassadors. Star players Sandeep Singh, Sardar Singh, Shivendra Singh and SV Sunil will endorse brand Mansion House.
The tie-up between the hockey players and Mansion House also marks a shift in the attitude of corporates towards sports, which traditionally has been favoring cricketing stars in India.
“Our brand Mansion House is based on the theme of ‘Have Courage’. And this spirit is strongly emphasized by Indian Hockey and the players we have associated with. They have shown incredible courage in their qualifying matches leading to London Olympics. There is a natural synergy between the players and the brand,” says Mr. K Laxmi Narasimhan, Deputy Managing Director, TI.
This is the first time Tilaknagar Industries Ltd has resorted to sporting celebrities endorsing their brand. The move marks the beginning of the phase of aggressive marketing for the 79-year old company that has witnessed a robust growth in the last seven years. TI’s turnover rose from Rs. 50 crore in 2005 to Rs. 1100 crore in FY 2010-11.
“We are encouraged by Tilaknagar Industries Ltd.’s support to Indian Hockey players. This kind of support will help the growth of the national game. Sports persons are dependent on corporate sponsorships. As more money starts flowing into the game, more and more youngsters will be encouraged to take up hockey full time,” says Arjuna Award winner Sandeep Singh.
The brand association comes in the wake of its sponsorship of Chennai Superkings Cheerleaders at the Indian Premier League (IPL). “It is our long term commitment to promote not just sports stars, but also unrecognized sportspersons. In the last few years we have sponsored many sportspersons across categories of sports that include swimming, volleyball, badminton and cricket. Four of the sportsperson play at international levels with another four playing at the national level,” says Mr. K Laxmi Narasimhan, Deputy Managing Director, TI.
The company has been running a sports club at Shrirampur for the last forty years as a social initiative to encourage sports and physical education in the community. Besides offering a variety of sports facilities, coaching and equipment free of cost, the club regularly conducts tournaments to promote sports like lawn tennis, volley ball, badminton and table tennis among others. TI Sports Club at Tilaknagar in Shrirampur – a social initiative to encourage sports and physical education in the community.
This has helped develop numerous state, national and even potentially international competitors from Shrirampur. The company also funds sports persons to participate in various district, state and national tournaments.
“TI stands committed to promoting sports and will step up these promotional activities in the foreseeable future,’ concludes Mr. Narasimhan.