Suryakumar Yadav has invested in and partnered with EM5, an Indian fragrance brand. This is a clever move for EM5, as they want to double down on being culturally relevant, telling good stories online, and building their brand for the long haul in India’s fast-changing D2C scene.
They announced the partnership with a video that shows off SKY’s popular online personality and his love for the comedy movie Phir Hera Pheri. This campaign shows how EM5 thinks—using pop culture, humor, and being relatable to connect with people who grew up online. As more D2C brands in India use stories to create a buzz and make people remember them, EM5’s campaign shows a move toward communication that’s based in Indian culture.
Suryakumar Yadav is more than just a celebrity face for the brand. As an investor and partner, he’s showing that he believes in EM5’s vision for the long run. This gives consumers and others in the Indian D2C space confidence. Known for being down-to-earth and connecting with young people, SKY represents the confident consumer that EM5 wants to reach.
EM5’s leaders think this partnership will help them grow and connect with more people. Founder Shashank Chourey says that the partnership is based on shared values and trust.The launch video intentionally shows SKY’s personality outside of cricket—something that fans already love. The brand sees this as just the beginning of more content and products designed to shake things up in the Indian fragrance market.
SKY says that EM5’s dedication to being real and creating products that reflect people’s identities played a big part in his decision to partner with them. People see fragrance as a way to express themselves every day. This fits with the direction of the D2C market, where lifestyle, self-expression, and feeling emotionally connected are playing a bigger role in what people buy.
Aman Gupta, co-founder of boAt and another investor in EM5, agrees that SKY is a natural fit for the brand culturally. He says that this partnership solidifies EM5’s position as a modern, ambitious, and truly Indian D2C business, blending high aspirations with the ability to connect with everyday people.
As more celebrity-backed D2C startups pop up, EM5’s move shows how important it is to have real partnerships, not just surface-level endorsements, to grow a brand. With SKY’s good reputation, reach online, and cultural relevance, EM5 is in a good spot to get consumers more involved, grow its reach, and build a lasting brand in the Indian D2C world.
