Under the 7-year deal, Dhoni will feature in Print and Television Advertising, Outdoor campaigns, promotional events.
BestMediaInfo Bureau | Delhi | December 9, 2010
MAXX Mobile, one of India’s largest homegrown mobile phone companies, today announced a record Rs. 29 crore 7 year deal with Mr. Mahendra Singh Dhoni, the captain of India’s international cricket team and one of India’s most successful sportsman. MAXX’s 7-year deal with M S Dhoni makes it one of the longest duration deals signed with any brand endorser in recent times. Prior to this, MAXX had a 1-year contract with M S Dhoni.
The record-breaking 7-year extension deal takes brand endorsement with cricket stars to a new high and provides MAXX Mobile the right connect with customers across the country. MAXX Mobile will leverage the popularity of M S Dhoni to highlight the advantage of owning its unique brand and also utilize the cricketer’s star power to reach out to the youth.
As part of the deal, M S Dhoni will be associated with multiple marketing initiatives planned by MAXX Mobile to promote the brand. These include Print and Television Advertising, Outdoor campaigns, promotional events and mass engagement programs across India.
MAXX Mobile, one of the recent entrants in India’s fast growing mobile phone markets has emerged as a force to reckon with, having sold millions of handsets in less than two years. The company currently offers more than 45 models for customers to choose from. MAXX Mobile has a Pan-India presence and operates through its strong distribution network and a vast network of over 500 services centres.
Commenting on the record endorsement deal, Ajjay Agarwal, Chairman and Managing Director, MAXX Group said, “MAXX believes in M S Dhoni’s potential and the performance that he has delivered over the years is a testimony to his talent. The 7-year deal reaffirms our belief in him and is undoubtedly a big reinforcement for the MAXX brand. Being associated with one of India’s leading cricketing superstars is a reflection of what MAXX aims to be. We want to truly associate and reach out to the youth of this country. M S Dhoni and cricket are a true binding factor for the youth of India. We are quite hopeful that the endorsement with M S Dhoni takes the recall and relevance for the brand at a different level helping us build a positive differentiation in this market.”
He added, “We signed the deal yesterday, 7th December, 2010. The date is significant to M S Dhoni’s, whose birthday also falls on 7th. We signed a 7-year deal, which is significant for us and we hope that the association continues much beyond into the future!”