CHENNAI: Battery and torch maker Nippo is all set to increase its market share. In a strategic decision to enhance its brand image and challenge the ‘numero uno’ position, the company has signed up swashbuckling batsman Yuvraj Singh.

The company through its advertising agency Hakuhodo Percept, Chennai, has produced three commercials to be telecast extensively in the coming cricket season. All these commercials focus on drawing a parallel between the Young n’ Energetic Yuvraj Singh and the Nippo brand. Speaking on the occasion Indo National's C Sreenivas said, “There could not have been a better choice than Yuvraj Singh. Considering his ‘power packed shots & fielding prowess’, he is but a natural extension of our “Jabardast Power” positioning. In other words the perfect brand fit.”

An official release informs that the new commercials use the energy and enthusiasm of the star cricketer Yuvraj Singh to symbolise what Nippo stands for. While in one film, he gets charged after a brief moment of lull, by using Nippo and then bounces back to action, the other films show how he helps one of his fans take his pictures – giving her the “Jabardast Power” of Nippo.

These two films are specifically targeted towards the urban consumers using AA size cells. In the third film targeted towards the rural consumers using D size cells, he shows the goons in the mela that he really is a ‘Jabardast’ player by stealing the thunder from them. Yuvraj Singh reinforces the brand positioning of “Jabardast Power”.

The company claims to have a 32 per cent market share and a turnover of Rs. 3.20 billion market share in the Rs.10 billion multi-range battery market.