Brand 'envoys' hit well for city firms

Bangalore-based companies have begun to increasingly ride high on sports. Private sector life insurance company ING Vysya Life and public sector Karnataka Soaps and Detergent Limited are the lucky one this seasons as they reap a good harvest with their respective brand ambassadors shining in their respective fields.

Karnataka Soaps and Detergents is riding high on cricket through Mahendra Singh Dhoni's brilliant performance in Pakistan.

ING Vysya Life seems to have struck gold by backing the Bangalore's hockey team "" 'Bangalore Lions' "" which recently lifted the Premier National Hockey League trophy.

Bangalore Lions, prior to being sponsored by ING Vysya was known as Bangalore Hi-Fliers.

Mahendra Singh Dhoni has taken the Pakistani bowlers to the cleaners and has always been in the news in Pakistan. Karnataka Soaps and Detergent has signed on Dhoni and will begin its branding activities soon to gain through the popularity of this youngster. Last month while choosing Dhoni as the company's brand icon, Karnataka Soaps and Detergents Limited managing director I R Perumal had said, by signing up Dhoni, the company is looking at widening its reach to get to the younger generation.

Apart from detailing company strategy, the managing director also came up with a new title for the brand ambassador. Expanding Dhoni's initials, he hoped that "Mysore Sandal Dhoni" would bring in more laurels for the country and of course, the brand.

'Bangalore Lions', which lifted the Premier Hockey League at Chandigarh has drawn attention to the sponsor ING Vysya Life.

Speaking on ING Vysya's interest in Indian hockey, Frank Koster, CEO, ING Vysya Life, said, "The aim of the association is to develop and promote hockey in India. We have started off with Bangalore Lions and we are keen to play a much bigger role. The Premier Hockey League with its many innovations has caught the fancy of the entire hockey fraternity in the world. We are very glad to be a part of this."

Koster revealed that the ING Group is also involved in hockey in the Netherlands, the company's home, where it is a very popular sport. Dutch hockey has strong connections with Indian hockey. In fact, two Indian players participated in the Dutch hockey league for the first time earlier this year.

They played for the team 'Klein Zuitserland' sponsored by the ING Group.