March 29, 2012
We Just Keep Picking Winners: Not Only Ferrari, but Also a Centurion!
As I’ve mentioned here before, tearing up the rulebook is an internal slogan of our marketing department. Sometimes the proverbial tearing up of the rules occurs in explosive fashion (for example when we recently arranged for a Japanese Awa Odori dance to be performed at the Barcelona Carnival); other times, the ripping up takes place at a calmer pace and over a longer term. Incidentally, there’s a completely separate format – that of our philanthropic initiatives; but we tend not to harp on about these too much.
Anyway, let me tell you about another rulebook-shredder of the calmer, longer-term kind…
For several years our “face” in the Asia-Pacific region (APAC) was Jackie Chan. Everyone was pleased with this set-up, me included of course, and so we decided to continue in the same vein, but with a slightly different – Indian – slant, especially since KL’s prospects in this country are looking nothing less than spectacular. So in September 2011 we gladly announced that Sachin Tendulkar – the international cricketing legend – became our Brand Ambassador.