New Delhi: Kinetic Engineering, the Pune-based manufacturer of two-wheelers, has signed on ace Indian cricketer and the captain of the lone World Cup-winning Indian team Kapil Dev to be its brand ambassador.
While Dev will lend his name and face to all Kinetic products, the emphasis will be on the company's new motorcycle: the Kinetic Boss. The contract with Kapil Dev is for a duration of two years, and will include advertising, events and roadshows.
Says Kinetic Engineering joint managing director Sulajja F Motwani: ''I am very excited that Kapil is on board with us. He signifies the qualities of excellence, consistency and leadership, and is a source of great pride to all Indians. I think his association with Kinetic will help us in increasing awareness and building a strong, aspirational, macho brand.''
Says Dev: ''I am happy that Kinetic has chosen me to be their brand ambassador for motorcycles. I was impressed with the company's indigenous expertise in research and development, and the high quality of their vehicles. I am looking forward to participating in their across-the-board marketing activities.''
The Kinetic Boss, launched in June 2002, is a four-stroke motorcycle in the economy segment. The motorcycle is made with a view to satisfy the needs of long-distance commuters who require high fuel-efficiency, riding comfort, sturdiness and durability. Kinetic expects the Boss to garner substantial volumes for its motorcycle portfolio.
The company has launched the vehicle at an introductory price of Rs 31,999 ex-showroom, New Delhi, making it a value offering. Kinetic plans to sell over 75,000 numbers of the motorcycle in its first year of launch.