Indian Fragrance Brand EM5 Partners With Suryakumar Yadav 

Challenger Indian fragrance brand EM5 has struck a partnership with India T20 cricket skipper Suryakumar Yadav. 

Besides being the face of the brand, the 35-year-old batsman also plays a role as an investor.  The partnership signals the efforts of the brand and the cricketer by engaging consumers with increasing cultural relevance and digital first storytelling.

EM5 was created to pay homage to daily Indian emotions and lived experiences, instead of the typical overly aspirational narratives.  With Suryakumar Yadav (SKY) level-headed humility leading the brand’s campaigns to increase its footprint by targeting savvy young digital natives who support unique local products.   

Shashank Chourey, Founder, EM5, stated, “This association is personally very exciting for me. Having someone like SKY show confidence in what we’re building at EM5 is a big deal. We wanted to kick off the partnership with a light ode to his off-field personality, which people genuinely connect with. This is just the beginning-there’s much more coming that I’m confident his audience, and the Indian fragrance space, hasn’t seen before.”

Suryakumar Yadav echoed , “EM5 is a young, homegrown brand that’s genuinely committed to changing the fragrance game in India, and I’ve always loved how scent becomes a part of your everyday identity. That resonated with me, which is why this goes beyond an association. As an investor and partner, I’m excited to be part of a journey that’s building something authentic, digital-first, and rooted in India.”

According to ASN data, the FMCG: Cosmetics & Toiletries industry have invested almost US$8.1m in cricket sponsorships across Asia since Q223, with a quarterly average investment of US$695k during this period. These deals tend to be endorsements with star cricketers and IPL franchise partnerships valued between US$232k and almost US$1.2m.