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Young marketers often ask us how promising brands without big marketing budgets choose the right brand ambassador who walks and talks like the brand and inspires both internal and external constituents. So we decided to reach out to Arun Nayyar, Managing Director & Chief Executive Officer of NeoGrowth, which had signed cricketer Ajinkya Rahane – who is respected for his talent as well as being apparently choosy about which brand to endorse – as brand ambassador.
Nayyar walks us through the process of identifying and signing up a brand ambassador. Given that the IPL 2023 has just concluded with CSK snatching a last-ball win and that Ajinkya Rahane brought strong and significant value to the team, this combination seemed like a good fit for our piece. Read on.
