Brand acceptance for women cricket; Mithali gets a deal

Indian women’s cricket team captain Mithali Raj is a brand icon now. The days of corporate and administrative negligence for women’s cricket are over. At a time when the Board of Control for Cricket in India is discussing better salaries and retainership for female cricketers, skipper Mithali has inked an endorsement deal.

Cycle Pure Agarbathies has signed Mithali as the brand ambassador for their brand Lia along with Arunima Sinha, the first female amputee to climb the Mount Everest.

“It is an awesome experience to collaborate with Lia agarbathi. The brand is truly one of a kind. Lia not only encourages women to pursue their dreams but also persistently motivates them to be independent. To associate with such an empowering campaign is an honour for me and I am extremely glad to be a part of it, ” says Mithali, who not very long ago in an interview with had lamented the lack of recognition for female cricketer.

“People know us by name, but they do not recognise us as women’s cricket is not broadcast on television regularly,” Mithali had said. However, Mithali and her team’s latest success in the ICC Women’s World Cup has turned the tables. All the games were broadcast live as India went on to play the final. Girls like, Harmanpreet Kaur, Mithali, Smriti Mandhana, Jhulan Goswami are household names now. Their achievements in England have caught the imagination of cricket lovers.

Arunima is picked for the campaign with Mithali for her exceptional courage and inspiring achievement. When others would have given up all hopes in life, Arunima challenged her handicap to scale Mt Everest.

“It feels good to associate with a campaign that focuses on empowering women of our country. I am glad to be a part of Lia’s message that encourages people to grow from strength to strength and conquer their dreams,” says Arunima.

Targeted at an aspiring and spiritual India, The campaign – Khushbu Jo Vishwas Jagaye – by Ogilvy & Mather targets an inspiring and spiritual India.

It is the first time that Cycle Brand Agarbathies has experimented with the idea women power to promote one of their brands.

Cycle Pure has been one of the prominent brand to rely majorly on cricket for marketing. But it is the first time that two women sports icons will lead their campaign. “We are proud to have these two amazing women as our brand ambassadors. This collaboration and the campaign are aligned with how we want to position Lia. Believing in you and keeping the faith for meeting one’s bigger dreams. What better way to portray this than with these women of grit. Lia fragrances are aimed to invoke faith among people to achieve their dreams,” said Arjun M Ranga, Managing Director, Cycle Pure Agarbathies.