Tendulkar bats for Oxigen wallet

Payments solutions provider Oxigen Services India on Friday said it had signed cricket star Sachin Tendulkar as its brand ambassador. The company is focusing its marketing efforts by using cricket as a mass reach tool. It is also sponsoring the South African Twenty-20 cricket team set to play in India in October.

The Master Blaster would create awareness about the product through traditional and new media in the first phase of marketing and in the second, he would be involved in on-ground activations and events in non-metro towns, cities and villages.

The duration of the association has not been revealed, but the company asserts it is a long-term deal.

Tendulkar said the service is at the threshold of exponential growth, becoming the preferred mode for payment emphatically replacing the need to carry physical forms of cash and plastic money.

“Apart from cricket, we are looking at entertainment for mass engagement and reach,” said Meher Sarid, president (corporate affairs).