SEVEN launched; Dhoni announced as global brand ambassador
RS SEVEN LIFESTYLE (P) LTD, a part of Rhiti Group has launched its active lifestyle brand, SEVEN. Under the ‘SEVEN’ banner, the company will manufacture and market running, training, indoor, and athletic-leisurewear apparel and footwear.
India’s ‘Captain Cool’, Mahendra Singh Dhoni, was announced as the brand’s global ambassador. In addition to being the face of the brand, Dhoni, is closely involved in the design and development of the Seven range of footwear. His insights as an athlete have helped the design team in putting the range together and his inputs will be available to them in the future too.
Models showcased the SEVEN collection and MS Dhoni did the star-turn as the showstopper. The brand’s TVC featuring young India and MS Dhoni was unveiled for the first time to the press & media.
Also present at the brand’s launch were Arun Pandey, CMD and Promoter, Rhiti Group, Kumar Subramanian, Group CEO, Gaurav Bahirvani, Joint President, Global Communications and Devtosh Jha, Business Head, RS Seven Lifestyle (P) Ltd.
Speaking about the company’s foray into the retail business, Arun Pandey, CMD and Promoter, Rhiti Group said
“At Rhiti Group we have always wanted to be associated with fitness and an active lifestyle in a meaningful manner. We believe fitness is everybody’s right and not the sole domain of professional athletes. ‘SEVEN’ we believe will be the changemaker that nudges people to make this shift not just in the thinking but also in the doing. And in MS Dhoni we have the perfect brand leader to inspire people to do just that. A range of footwear like SEVEN has always been MS’ dream and I’m glad that today with his involvement and expert inputs with the footwear division, we’ve been able to fulfil that dream and offer SEVEN to the world.
Speaking on his association with ‘Seven’, Mahendra Singh Dhoni said,
“The SEVEN ambition is all about making fitness an intrinsic part of every city, every town, every school, every home. In my opinion, you don’t have to be a professional athlete to take your fitness seriously. All you need is the motivation to lead an Active Lifestyle. The thought-process and positioning of SEVEN really excites me and I think it will strongly resonate with the youth of India as well. It has always been my dream to have my own brand of footwear in the market, which offers high quality products at affordable price points for the larger masses. And that opportunity came to me with SEVEN, wherein I’m closely involved with the design and development of the footwear division, and I keep offering my inputs to the design team on a regular basis. Interestingly, SEVEN is also the number that I sport on my shirt, which only increases my fondness for the brand. I do hope that Seven’s vision for change become a reality.”
Commenting of his acquired additional responsibility in the footwear division, Dhoni said:
“I’m extremely excited to be involved in bigger capacity with the footwear division of SEVEN. I have been active from an early age and I believe it is essential to have correct footwear for performance and longevity. And I’m happy that Rhiti Group is committed to making high-quality products available at competitive prices.”
Kumar Subramanian, Group CEO, Rhiti Group:
“SEVEN is an enabler of a healthy and active lifestyle. It’s a product and philosophy that invites everybody. It is the finest standard of active lifestyle footwear and apparel that is being specifically launched to target not just the cities but every small town of India. In MS Dhoni we find the perfect embodiment of this ambition. From a business standpoint, we don’t see ourselves in competition with other sports brands, we are in direct competition with lethargy, procrastination and the old way doing things. We have invested in design, in research, in production capabilities, but our biggest investment is our faith in the young generation of today’s India.”
Watch the TVC below
