Announcing this at a press conference here on Thursday, the vice-chairman and the managing director of Siyaram Silk Mills, RK Poddar said the company had signed the brand ambassadors Peas and Bhupathi to reiterate that not just cricket but also tennis also epitomises will-power, patriotism, class and elegance--the attributes displayed by the duo during the Grand Salm tournaments.

Leander and Mahesh will also endorse all the products under the J Hampstead brand, which includes suitings, shirtings, readymade garments and fabrics. The multi-media promotion will entail the usage of media vehicles such as television, print, outdoor, events and promotions. The ad-blitz will be used on national and international levels. Both the players will also play the role of brand ambassadors at various promotional events organised by the organisation, Poddar said.

Peas and Bhupathi, who were also present at the conference, said the association with the company will be of a long duration.

The J Hampstead brand lays claim to an exclusive collection of worsted fabrics from England and Italy, created from natural fibres such as merinwool, cashmere, kid-mohairwool and woolsilk--materials which are associated with luxury and widely accepted in India. ``As it is a high-premium product, it is targeted at the upper crust and niche customers,'' Poddar said.

The company has also decided to manufacture the finest wool blended suitings to cater to the upper-middle and middle-class segment in metros, mini-metros and even smaller towns, Poddar added.