MUMBAI: Pune-based property developer Amit Enterprises Housing has signed cricket maestro Sachin Tendulkar as its brand ambassador. This is the first time that Tendulkar is endorsing a real estate company.

Amit Enterprises has a three-year ambitious plan to emerge as an international real estate developer. It is planning significant investments in cities like Mumbai, Nasik, Aurangabad, Nagpur, Kolhapur, Kalyan, Bangalore, Chennai, Hyderabad, Ahmadabad and Delhi in addition to having its presence internationally in Muscat.

And to build its brand name, the company is going to invest over Rs 50 million in promotions. “We are going to invest approximately Rs 50 million on ads in the current year. "We will be promoting our brand only through print and digital medium; we have not planned to use electronic media,” Amit Enterprises marketing director Sanjeev Pate told Indiantelevision.

On the reasons behind selecting Tendulkar as brand ambassador, Amit Enterprises CMD Kishor Govind Pate said, “Our association with Tendulkar recapitulates our plans to enhance and expand our business in the near future. We are extremely privileged to have partnered with him and through this association, we hope to build a strong brand connect with our customers.”

Tendulkar added, “My partnership with Amit Enterprises is for the real-estate sector and I am happy that the company believes in the values of trust, commitment and consistency with a constant need for improvement.”