CavinKare today announced the launch of Hi 5- an exciting deodorant body sprays for men which gives them the chance to smell like their idolized cricket champions. Designed by fragrance experts, Hi 5 is inspired by the West Indies cricket team’s victory sign - the High Five – which they liberally flashed and popularized on the cricket field.
With cricket as its inspiration, FMCG major CavinKare builds on the association and is the official deodorant sponsor of the Kings XI Punjab IPL team. An exciting TVC starring Yuvraj Singh, Irfan Pathan and Sreeshant of the Kings XI Punjab IPL cricket team will soon be on air.
Vineet Trakroo, VP (Marketing), Personal Care says, “The Hi 5 brand reflects a sense of adventure which is synonymous with today’s youth. With cricket a religion and cricketers being larger than life icons, we tied-up with Kings XI Punjab. The brand is inspired by High Fives on the cricket field, which is a sign of success and teamwork used by youth all over the world. He added, “We have also created an exciting online contest to give an opportunity to consumers to interact with a select few players of the Kings XI Punjab team. Hi 5 deodorants for men has been launched after the success we have had with Spinz, Adidas & Jovan. CavinKare in keeping with the global trend to launch personal care brands targeting males will make Hi 5 a market leader in a short span of time. In addition a big high five to Kings XI on their victory and all the best against Rajasthan Royals”
Anil Srivatsa, CEO, Kings XI Punjab said, “We are excited to partner with CavinKare this season. Our team has the right blend of young energetic bunch of players which is in sync with their brand values. We hope the association a well deserved success in the months to come.”
The Hi 5 deo launch will be backed by good online presence including winners being selected at the end of a month for a dinner date with the Kings XI Punjab IPL cricket team.
Hi-5 deodorants have long-lasting masculine fragrances designed to boost confidence to maximize thrills and action in life. Conceptualized as an adrenaline booster for young, active, trendy and adventurous men who are ready for thrills and adventure, Hi-5 is edgy and power packed. Available in 3 variants – Rush, Dive and Blaze, the deodorant is sporty, masculine with woody and spicy notes delivering long lasting invigorating freshness.
Come April, Hi-5 Deodorant will be launched in all metros and major cities targeting SEC A, A+, B, 15-28 year old males. Unlike other brands which focus on attraction, Hi 5 provides men with confidence to dare to explore the world. The brand new Hi 5 deo body spray comes in an attractive twist-cap packaging at 150 ml with a competitive price point of Rs. 150 (MRP)
About CavinKare:
CavinKare Pvt. Ltd. is a diversified FMCG major with brands in personal care, foods, dairy, and beverages. The brand portfolio consists of Shampoos (Chik, Meera, and Nyle), Fairness creams (Fairever and Fairever Fruit), Deodorant and Talc (Spinz), Masalas, Pickles & Snacks (Ruchi, Chinni’s), Hair Colours (Indica), Beverages (Maa), Dairy (Cavins), Restaurant (CK’sFoodstaurant) and Beauty Parlours (Green Trends &Limelite). Most of the brands are clear winners in their respective product categories. A dedicated R&D centre equipped with latest equipment and technologies constantly supports the divisions in their endeavor.
Today with a turnover of 700 crore, CavinKare has achieved significant milestones and a competitive edge with sound understanding of mass marketing dynamics and has established a firm foothold in the national market. CavinKare’s success is based on it being firmly grounded to its corporate mission- ‘we shall achieve growth by continuously offering unique products and services that would give customers utmost satisfaction and thereby be a role model’.
About Kings XI Punjab
Kings XI Punjab is part of the eight competing teams promoted by the DLF Indian Premier League. It is held and promoted by a consortium which includes industrialists Mohit & Gaurav Burman, Karan Paul, Ness Wadia and leading Indian actress Preity Zinta and other investors. The CEO is Anil Srivatsa and the team coach is Tom Moody. The team is led by Captain, Kumar Sangakkara.
