Shriram Transport Finance Company Limited, a leading player in the NBFC segment and India's largest truck financing company, has announced the signing up of veteran actor Dharmendra as its brand ambassador for a period of one year starting May 2006.
As part of the contract, Dharmendra will be endorsing the brand in all forms of communication to the truck owners and drivers and will also interact with them in many events and promotional campaigns planned throughout the country.
"We are convinced that Dharmendra would be an ideal choice as a brand ambassador for Shriram Transport Finance Company Ltd. Also known as 'son of the soil', Dharmendra empathises with the plight and struggle of truck owners and drivers," said R Sridhar, managing director, Shriram Transport Finance Company Ltd.
Dharmendra is a national figure and an aspirational icon adored by people across the country. His personality reflects Shriram's brand attributes, which stand for strength and reliability. Dharmendra's association with the brand would further strengthen our initiatives in improving the lives of the truck owners and drivers," he added.
Signing the contract, actor Dharmendra said, "I am extremely proud to partner with a brand like Shriram that has been a 26-year-old committed player providing financial solutions to three lakh truck owners and drivers across the country. As part of my career as an actor, I realise that Shriram has been the backbone of their livelihood. As a brand ambassador, I hope to further strengthen their trust in the Shriram brand."