Smriti Mandhana becomes brand ambassador for Wrangler

As part of the deal, Smriti Mandhana will play a key role in Wrangler's marketing campaigns across many channels.

The Indian cricketer, Smriti Mandhana has been named the brand ambassador for Wrangler by ace turtle. ace turtle is India’s exclusive licensee for the legendary worldwide denim brand, Wrangler.

As part of the deal, Smriti Mandhana will play a key role in the brand’s marketing campaigns across many channels. Her lively personality and fascinating narration will provide a new perspective to Wrangler’s tale, connecting with customers who value fashion, comfort, and quality in their denim purchases.

Nitin Chhabra, CEO, ace turtle, said, “Leveraging our vertical commerce business model that integrates design, manufacturing and marketing with the help of technology, we have been able to more than double Wrangler’s sales in India in FY23 over FY22. We are thrilled to welcome Smriti as the brand ambassador for Wrangler in India as we gear up for a major expansion in FY24 and drive awareness and adoption among consumers. Wrangler has always stood for breaking barriers and encouraging individuals to be their authentic selves. Smriti embodies these values perfectly, and we believe that her association with Wrangler will inspire our customers, especially the youth, to embrace their uniqueness and chase their dreams fearlessly.”

Smriti Mandhana has made an identity for herself in international women’s cricket, captivating fans around the world with her outstanding talent and gutsy approach. Her exceptional accomplishments on the cricket pitch have earned her various honours, including two times being named International Cricket Council (ICC) Women’s Cricketer of the Year. Her on-field accomplishments and off-field character are strongly aligned with Wrangler’s ideals of confidence, authenticity, and self-expression.

Smriti Mandhana said, “I’m honoured to be associated with Wrangler, a brand that is synonymous with timeless denim craftsmanship and resonates with my personal style and beliefs. Wrangler has scaled remarkably in the past couple of years after ace turtle became the exclusive licensee in India. ace turtle’s unique technology-driven and data-rich business model has helped bring the global denim brand closer to millions of Indian consumers. I look forward to help showcase the wide range of denims, ignite the spirit of freedom, encourage individuals to embrace their own journey, and celebrate the joy of self-expression through the timeless appeal of Wrangler’s denim creations.”

Tuhin Mishra, Co-founder & MD, Baseline Ventures, said, “We are extremely delighted to facilitate the endorsement association between Smriti Mandhana and Wrangler. Smriti is a sports youth icon and is hugely popular across the length and breadth of India. It is a proud moment for us at Baseline to facilitate the association between two young, bold and like-minded entities.”

By leveraging its broad omnichannel commerce technological expertise and tech-driven offline retail store experience, ace turtle is influencing the forthcoming phase of transformation for its brands. To contact consumers directly, the company utilises vertical integration from design to local manufacturing and marketing. It is propelled by exclusive equipment that employs data science from design to fulfilment to suit ever-changing consumer expectations. Wrangler’s sales and consumer data are gathered and integrated into the company’s design, supply chain, and business planning in real-time with the support of Rubicon and Connect to boost growth and better satisfy ever-changing consumer expectations.

ace turtle’s ambitions for Wrangler in India in FY24 involve the launch of 40 new outlets along with the existing 44 stores. Wrangler is currently offered offline via exclusive mono-brand retail stores in addition to prominent chains of department stores such as Lifestyle, Shoppers Stop, and Centro. Wrangler is additionally offered online through its dedicated website, as well as other famous online marketplaces.

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