New Delhi: EM5, a homegrown Indian D2C fragrance brand, has announced Indian cricketer Suryakumar Yadav (SKY) as its Investor and Partner, marking the beginning of a strategic collaboration aimed at building scale and cultural relevance through digitally native storytelling.
Founded in 2022, EM5 was launched with the objective of making high-performance fragrances more accessible to Indian consumers. The brand focuses on creating scents that feel familiar and easy to adopt, moving away from heavily aspirational fragrance narratives and instead tapping into everyday Indian moods, confidence, and lived experiences.
The partnership with Suryakumar Yadav is rooted in strong audience alignment and shared sensibilities. Known for his grounded personality off the field and strong resonance with a wide, younger digital audience, SKY reflects the substance-driven and confident consumer EM5 seeks to engage. His role as Investor and Partner underscores the long-term, strategic nature of the association rather than a conventional celebrity endorsement.
The collaboration was unveiled through a digital-first announcement film that plays on SKY’s widely recognised internet persona and his fondness for the cult classic film Phir Hera Pheri, setting the tone for a culturally resonant brand partnership.
Commenting on the partnership, Shashank Chourey, Founder, EM5, said, “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.”
Aman Gupta, Co-Founder, boAt and Investor, EM5, added, “When we were searching for the face of EM5, we explored a lot of options. But the more we researched, the SKY one felt like a natural fit. What makes me happiest is how effortlessly he aligns with EM5’s vision which is modern, ambitious, and proudly inspired by the spirit of India’s heartland.”
Speaking on his association, Suryakumar Yadav, who is exclusively managed by RISE Worldwide, said, “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.”
