JK Super Cement has announced the appointment of cricketer Jasprit Bumrah as its new brand ambassador.

The partnership coincides with the recent unveiling of JK Super Cement’s revamped brand identity, highlighted through a video that introduces the new logo and modernised packaging.

With this partnership, the brand is poised to continue its journey toward industry leadership.

Love Raghav, assistant vice president and head- branding, JK Cement, said, “We are delighted to welcome Jasprit Bumrah as our brand ambassador. His qualities of discipline, consistency, and unparalleled strength mirror the values we uphold at JK Super Cement. This collaboration truly exemplifies our brand ethos and our dedication to delivering excellence. Over the past ten months, we've embarked on a comprehensive journey to reinvent JK Super Cement, with rigorous analysis, creativity, and strategic execution shaping our new brand identity, which aligns with our vision for the future."

Anuj Khandelwal, business head, JK Cement said, “As customer expectations evolve, so must we. Our new identity symbolises our commitment to delivering innovative, top-quality solutions that align with the industry's ever-changing needs. By collaborating with Jasprit Bumrah, a rising icon, we are reinforcing this very philosophy.”

Pushp Raj Singh, group president sales and marketing, JK Cement said, “Reflecting on the brand's transformation, it was noted that while the previous identity had its strengths, the commonality of similar colours within the cement industry highlighted the need for a fresh approach. The new design not only distinguishes JK Super Cement visually but also more accurately conveys the brand's core essence and values.”