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YPB Group Recruits Cricket Legend Sachin Tendulkar to Help Indian Push
- Published May 10, 2016 3:49PM UTC
- Publisher Wholesale Investor
- Categories Company Updates
10th May 2016, AFR By Yolanda Redrup
Australian listed anti-counterfeit technology company YPB Group is expanding to India with the help of cricket legend Sachin Tendulkar.
The company has signed a 10-year contract with one of the retired cricketer’s associated companies. It means Mr Tendulkar will act as a so-called brand ambassador for YPB Group’s consumer engagement platform YPB Connect and facilitate introductions to important contacts in the Indian market.
YPB Group chief executive John Houston said the decision to bring on a brand ambassador was a first for the company and was being tried in India because it was a difficult market to gain traction.
“Sachin is such a reputable and well-established treasure of India,” Mr Houston said.
“India is a totally new market and we’d only go into it with such a partner. Sachin’s endorsement is a quite unique, and it’s really a result of the relationship we’ve been able to built with him. He doesn’t do this often.”
YPB Group is mainly known for its anti-counterfeit software and app which lets consumers spot fake products, as well as its document verification technology, however Mr Tendulkar will be supporting its consumer engagement software.
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