Eveready signs up Bachchan

In an attempt to further consolidate its already dominant position in the dry cell segment, the Kolkata-based Eveready Industries Ltd has signed up Bollywood megastar Amitabh Bachchan for promoting their flagship battery brand Eveready.

Bachchan will feature on television advertisements and selectively on other media, according to Eveready executive vice-chairman and managing director, Deepak Khaitan.

"We will rebuild brand Eveready. It is the largest brand in the lead acid batteries segment in India and Big B is the best vehicle for promoting the brand," he said.

He added that Eveready would stop using sales schemes and promotional schemes for its batteries brand and would divert almost the entire advertising and promotion budget toward television and other media advertisements.