MUMBAI: FMCG major CavinKare has announced the launch of Hi 5, a new deodorant body spray for men, as the official deodorant of Kings XI Punjab team.

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 popularised on the cricket field. 
 
With cricket as its inspiration, CavinKare has build on the association with the IPL (Indian Premier League) franchise and will be launching a TVC starring Yuvraj Singh, Irfan Pathan and S Sreeshant.

CavinKare VP (marketing), Personal Care Vineet Trakroo 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.”
 
The company has also created an online contest to give an opportunity to consumers to interact with a select few players of the Kings XI Punjab team.

Kings XI Punjab CEO Anil Srivatsa adds, “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 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. Conceptualised as an adrenaline booster for young, active, trendy and adventurous men who are ready for thrills and adventure, it is edgy and power packed. The deo is available in three variants – Rush, Dive and Blaze.

From April, Hi-5 will be launched in all metros and major cities targeting SEC A, A+, B, 15-28 year old males. The body spray comes for Rs 150 for 150 ml bottle.