Eyewear major Ray Ban Sun Optics (I) Ltd has roped in cricketers Harbhajan Singh and V V S Laxman as ambassadors to endorse its brands, Ray Ban and Killer Loop. This is the first time that the company has gone in for celebrity endorsement for its products. The company feels the brands gel with the persona displayed by these two players on the field.
It is not yet clear if the two cricketers will endorse both the brands or a single brand each. Though not firmed up yet, it is likely that Harbhajan Singh will endorse Killer Loop in keeping with the 'Turbanator''s flighted delivery which has claimed a number of wickets in matches.
Sources disclosed that the company has been talking to the two cricketers for some months now. The duo had earlier come together in a Pepsi commercial during the "Mera Number Kab Ayega" campaign, also featuring Cyrus Broacha. Ray Ban is also planning a range of some 80 new models for the summer season which will be unveiled by the two brand ambassadors.
The duo hogged the limelight on the pitch during the last domestic Test series against the Australians. Thanks largely to their efforts, the Indian team came up from behind to win the series 2-1. While Laxman shone with the bat, Harbhajan Singh made his mark as a world class spinner during the season.
Ray Ban's decision to have these two as brand ambassadors comes in the wake of TVS engaging Sachin Tendulkar and Coca-Cola signing on Virender Sehwag as their brand ambassadors. While Tendulkar is also the ambassador for Ford Palio, team captain Saurav Ganguly features in a Hero Honda campaign alongside Bollywood actor Hrithik Roshan.
Ray Ban, which was previously the eyewear division of Bausch & Lomb Inc, was taken over by the Italy-based Luxottica group. Luxottica holds 44 per cent stake in Ray Ban Sun Optics India Ltd. Internationally, Luxxotica's product portfolio boasts of brands such as Giorgio Armani, Emporio Armani, Vogue, Ferragamo among others.
