Cement, construction and power major Jaiprakash Associates has signed Tendulkar for its Cement brand although the fees for endorsing remain undisclosed. Alhough Tendulkar is known to usually charge four crore rupees per endorsement per year. Manoj Gaur, Executive Chairperson, Jaypee Group, said, "Sachin and Jaypee Cement are a perfect fit as they stand for similar values of inner strength, endurance and everlasting performance. We have been seeing growth in our business and we feel that now is an appropriate time for us to have a brand ambassador."
The campaign will use television, print and OOH media. The brand also sports a new tag line, Andar Se Solid, which consolidates the brand's core values of trust, resilience and stability. Earlier, there were two products under the Jaypee Cement banner, called 'Buland' (which had the tag line Buland Bharat ka Buland Cement) and Buniyaad (which had the tag line Yugon Yugon ka Saathi). Now, both the products have been dissolved and there is only one cement product from the Jaypee Group.
