The Indian Premier League(IPL) franchise Chennai Super Kings(CSK) which is led by MS Dhoni has joined forces with cement brands. It was recently announced that the leading cement manufacturer The India Cements Ltd. (ICL) has roped in Chennai Super Kings Captain M.S. Dhoni to endorse its two new brands — Conkrete Super King which is named CSK7 cement and Halo Super King. This marks the first time that the IPL franchise has integrated with a cement brand. CSK skipper MS Dhoni who serves as the vice-president, marketing, India Cements and had endorsed it.
MS Dhoni endorses the cement brands
ICL vice-chairman and managing director N. Srinivasan addressed the media and said both (ICL and CSK) had close-knit associations. ICL always believed in quality and it was a better name to associate with CSK, which was the champion.
Conkrete Super King is a game-changing cement that resonates with the features that are highly inspired by Mr. Dhoni’s phenomenal strength, speed and on field demeanor, the officials said.
While it has been noted that the Halo Super King cement is exclusively designed for pre-cast hollow blocks. It enables quick setting, enhanced structural strength and stability, catering to all needs from autoclaved aerated concrete to hollow blocks.
Terming Conkrete Super King as a novel product, they said it offered a one stop solution to all concrete needs from foundation to roof.
“The new set of products are application related and made with different processes. The ingredients are different. Along with the new brands, other brands will co-exist in the market,” said D. Muruganandam, president (operations).
“The new brand of products will be available in the shelves from Thursday onwards and they will be ₹25 costlier than the existing ICL products,” said Parthasarathy Ramanujam, chief marking officer.
MS Dhoni and co. started to train in Surat on March 6. They are gearing up to head to Mumbai ahead of their IPL opener against last year’s runner-up Kolkata Knight Riders(KKR) on March 26.
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