MUMBAI: Cryo-Save, a leader in stem cell banking industry, has appointed Mandira Bedi as their official brand-ambassador.

In her role as Cryo-Save’s brand ambassador, Bedi will be involved in various strategic communication initiatives as part of an extensive 360 degree brand campaign.

Mandira Bedi, an actress, model and television anchor for various cricket tournaments, started her career by playing the title role in the 1994 television serial Shanti, which was the first daily soap on Indian television. Mandira is married for 12 years to Bollywood director – producer Raj Kaushal. The couple is expecting their first child.

Bedi said, "Parents take various steps to ensure safe and secure future of their child. One small, but very significant step towards securing the health of your child is by storing the stem cells of your new born. It wasn’t until recently that I was made aware of the benefits of stem cells. They can be used to treat various life threatening diseases. Banking of Stem Cells is the best gift, which the parents can give to their child. It gives me immense pleasure to associate with Cryo-Save in spreading this awareness across India."

Kaushal added, "In India, when a child is born, the parents open a savings bank account to ensure the financial and educational future of the newborn. In my opinion, banking the stem cells of the newborn is equally important as it helps in insuring the medical future of the child. It is a boon and the best gift that we can give our children- The miracle of good health.

Cryo-Save India MD Rajesh Sharma said, "We are indeed very proud and privileged to have Mandira as our Brand Ambassador and we welcome her to the Cryo-Save family and look forward to a long and successful relationship. With our decade long global experience, it is a vital step in spreading awareness about this concept to all strata of the Indian Society."