Mumbai: Homegrown footwear brand Khadim has announced the onboarding of cricketer Shardul Thakur as its new brand ambassador. The brand has also launched its new marketing campaign called 'It's Wow It's Khadim.'

Thakur, a bowling all-rounder has been representing the international men’s cricket team across all formats since making his debut in 2017. He’s also signed with Delhi Capitals for the 2022 season of the Indian Premier League. "Shardul’s popularity as a cricketer especially with gen-Z and millennials is what the brand is looking at capitalising on to expand its footprint across the country," said the statement. 

“The campaign seeks to highlight the new fashionable range of products, the refreshed in-store experience and reinforce the affordable price point," stated Khadim India Ltd CEO Namrata Ashok Chotrani. "The trinity will deliver the delightful 'It’s Wow It’s Khadim' experience to consumers. The campaign is being heavily promoted on digital platforms with a focus on select markets. Apart from the media, the association will also be extended to instore, retail, and consumer touchpoints."