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Amitabh Bachchan signs on as Cello brand ambassador

Big B will be seen in different digital campaigns designed to strengthen Cello’s market presence

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NEW DELHI: Home essentials manufacturer Cello Group has roped in legendary actor Amitabh Bachchan as its brand ambassador. The brand’s objective with the partnership is to enhance and build consumer connect across different markets, and to strengthen its market presence.

The actor will be seen endorsing the brand's extensive catalogue of products across social media platforms. Big B will be part of different digital campaigns to showcase Cello’s commitment to improving people’s lives through the best affordable goods in various categories.

The association with Bachchan, a popular icon of the Indian film industry, and Cello’s concerted digital media strategy is aimed at gaining traction with young millennials while also staying true to its existing customer base. 

Cello Group director Gaurav Rathod described the new partnership a “winning combination” that will help the brand connect better with consumers cutting across demographics. “There is no other brand ambassador who has appeal across different age groups, everybody can relate to the persona of Amitabh Bachchan. The central idea is to highlight the importance of using credible, reliable, and durable products,” he added.

Cello, a common name in Indian households, is one of the leading processors of household consumer goods and supplies its wide range of products to retail stores across the country. It manufactures home appliances, glassware, plastic and steel houseware, air coolers, cleaning products and furniture. The company recently re-entered the stationery segment, five years after it sold its Cello Pens business to France’s BIC group.

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