MUMBAI: Gitanjali Group has roped in Indian actress Riya Sen and cricketer Sreesanth to endorse its jewellery brand Rivaaz, a line of 18K gold jewellery with CZ.

The company believes that the new brand ambassadors represent two of the most popular cultural traditions in India – Bollywood films and cricket, and will establish a ready connect with the target audience of the brand – the modern, young Indian.
 
Says general manager – marketing Gitanjali Group Shardah Uniyal, “The brand has grown rapidly since its launch. We have now an acclaimed presence in North, North East, and Eastern India and we now plan to focus on the West and Southern markets. With Sreesanth and Riya on board; winning more hearts will be easier. We plan to have a presence across 400 outlets including approximately 20 exclusive brand outlets by 2015.”

A series of new marketing campaigns featuring the two stars will soon be launched cutting across the traditional and the modern media to reach the youth.
 
She added, “We have always worked closely with film stars and sports personalities, who help establish a ‘connect’ between our brands and end consumers and we are happy to associate with two well known stars from these field.”

According to the company, Rivaaz represents a fusion of Indian traditions with modernity and style.
 
Says Bollywood star Riya Sen, “Rivaaz is such a gorgeous and affordable range available in a myriad of designs that appeal to both traditional and modern values. I am pleased to be associated with it.”

Sreesanth states, “With its combination of finesse and style, Rivaaz offer’s everything that today’s modern Indian women is looking for. It makes a subtle fashion statement, yet offers sophistication and excellence too. I am happy to be endorsing such a quality brand.”