Mumbai: India’s winning Test cricket captain Rohit Sharma has been signed on as an ambassador by JK Lakshmi Cement (JKLC) for the fifth year in a row.

A press release issued by the company states that the “renewed association reflects the brand's commitment to excellence and the shared values that define both JKLC and Rohit Sharma.”

The release adds: “Rohit Sharma, known for his leadership and consistent performance on the cricket field, perfectly embodies the core values of strength, reliability, and excellence that JKLC represents. His previous association with the brand has been a tremendous success, resonating deeply with consumers and stakeholders alike.”

Says JKLC president & director Arun Shukla: "Rohit Sharma’s exceptional talent and achievements have made him a beloved figure in India and beyond. His association with JK Lakshmi Cement has aided in strengthening our brand’s connection with consumers. We are pleased to continue this journey and look forward to achieving even greater heights together. Rohit's spirit of soaring ambition mirrors our product's promise of durability and trustworthiness. Together, we aim to build not just structures but lasting relationships with our customers."

Rohit Sharma who is exclusively represented by RISE Worldwide adds, "I’m excited to continue my journey with JK Lakshmi Cement. Their commitment to quality and innovation aligns with my own approach to life and cricket—always striving for excellence and pushing boundaries. Together, we’ve built an enduring relationship with consumers, and I look forward to what we can achieve in the coming year.”

Rohit Sharma will continue to be featured in JKLC’s advertisements and brand communications across the country, and across platforms. The tagline “India’s Best Performer” has been well received across the sales network and among consumers, contributing to increased brand scores and enhanced business valuation.