May 10, Mumbai: Tilaknagar Industries Ltd. [TI] today introduced the cream of Indian Hockey National Team as its brand ambassadors. Star players Sandeep Singh, Sardar Singh, Shivendra Singh and SV Sunil will endorse brand Mansion House.

The tie-up between the hockey players and Mansion House also marks a shift in the attitude of corporates towards sports, which traditionally has been favoring cricketing stars in India.

“Our brand Mansion House is based on the theme of ‘Have Courage’. And this spirit is strongly emphasized by Indian Hockey and the players we have associated with. They have shown incredible courage in their qualifying matches leading to London Olympics. There is a natural synergy between the players and the brand,” says Mr. K Laxmi Narasimhan, Deputy Managing Director, TI.

This is the first time Tilaknagar Industries Ltd has resorted to sporting celebrities endorsing their brand. The move marks the beginning of the phase of aggressive marketing for the 79-year old company that has witnessed a robust growth in the last seven years. TI’s turnover rose from Rs. 50 crore in 2005 to Rs. 1100 crore in FY 2010-11.

“We are encouraged by Tilaknagar Industries Ltd.’s support to Indian Hockey players. This kind of support will help the growth of the national game. Sports persons are dependent on corporate sponsorships. As more money starts flowing into the game, more and more youngsters will be encouraged to take up hockey full time,” says Arjuna Award winner Sandeep Singh.