MAM
JK Cement signs Virender Sehwag as brand ambassador
MUMBAI: Cement manufacturers J.K. Cement has roped in Indian cricketer Virender Sehwag as its brand ambassador, and has launched the first spot featuring him.
The television commercial is the brainchild of Basic4 – a Delhi-based advertising agency.
The concept of the TVC revolves around situations wherein Viru or Phodu goes about his habit of smashing cricket balls so hard that the surroundings are under threat of getting decimated; thankfully, there‘s Jodu or J.K. Cement around, to keep buildings intact.
Moreover, J.K. Cement is planning to promote the campaign with all-round television, radio and BTL activities.
For brand building, this would be a 360-degree campaign encompassing consumer promotions, online support and public relations, and would be unveiled in a phased manner over the next two years.
J.K. Cement brand manager Nitish Chopra said, “We also plan to involve Sehwag in ground-level activation, engagement, customer outreach programs and various BTL activities like consumer and dealer meets, Point of Purchase material etc.”
Sehwag said, “I‘m happy to be associated with J.K. Cement. It‘s very interesting to see how they have related my strengths with their product attributes and conceptualized an ad that strikes a connect with the audience.”
Chopra added, “Having been in the industry for over 35 years, the company has built its credentials with a never say die attitude and a penchant for smashing challenges ruthlessly. That, when given a human persona, had to be a person who would be both experienced and aggressive and at the same time be both dependable and unique. Keeping this in mind, while deciding on our brand ambassador, Virender Sehwag was the obvious choice, to be the face of J.K. Cement.”
Basic4 creative director Mayank Gaur said, “Among all the smashers of the cricket ball (or phodu‘s, as they are popularly referred to across India), Sehwag is unique in that he combines brute power with staying power. His two triple centuries and 13 odd 150+ test scores conclusively settle that argument. We thought countering this phodu‘s onslaught with our jodu – J.K. Cement, another champion of staying power, would be an engaging way of getting across our brand promise – ‘Vishwas hai, isme kuch khaas hai‘.”
Chrome Pictures is producing the TVC.
MAM
Continental Tires appoints Nevin Aslan-Özkan as Managing Director for India
Finance leader to drive growth in passenger vehicle segment from 6 April 2026.
MUMBAI: Continental Tires has put a fresh pair of tyres on its Indian leadership and this time, they’re rolling with strong financial horsepower. The premium tyre manufacturer has announced the appointment of Nevin Aslan-Özkan as managing director of Continental Tires India, effective 6 April 2026. She succeeds Samir Gupta, who stepped down on 5 April 2026 for personal reasons.
Nevin joined Continental in 2017 and has held key leadership roles in Mergers & Acquisitions and Strategy & Business Development across EMEA and APAC. Since May 2025, she has served as Chief Financial Officer for Continental Tires India, shaping the company’s financial strategy and performance.
In her new role, she will lead the company’s growth agenda in India, with a sharp focus on accelerating its presence in the passenger vehicle segment. This appointment comes at a pivotal time, following the recent launch of the CrossContact A/T² tyre, the first market globally to receive this product and a €10.5 million (approximately Rs 100 crore) investment to strengthen Continental’s position, particularly in the ultra-high-performance (UUHP) segment.
Nevin Aslan-Özkan said, “India continues to be a strong focus market for Continental Tires. Guided by our ‘In the Market, For the Market’ approach, we will continue to deliver products and technologies designed for Indian roads.”
Samir Gupta, who joined Continental in 2012 and served as managing director since January 2022, was recognised for his significant contribution to expanding the brand’s footprint in India.
Continental is a leading global tyre manufacturer founded in 1871. The company generated sales of €19.7 billion in 2025 and employs around 78,000 people across 54 countries. Its Tires group sector, which includes premium car, truck, bus, two-wheel and specialty tyres, recorded sales of €13.8 billion in fiscal 2025 and employs more than 56,000 people worldwide.
With Nevin Aslan-Özkan at the wheel, Continental Tires India is clearly gearing up for a smoother and more aggressive drive in one of the world’s fastest-growing automotive markets. The road ahead looks promising.
