Mobile handset manufacturer, MAXX Mobile has signed on Mahendra Singh Dhoni for a sever year deal worth Rs 29 crore. Prior to signing the seven year deal, Dhoni was brand ambassador for MAXX Mobile for a year.
MAXX Mobile will be use Dhoni to reach out to the youth and use his popularity in that segment. As a part of the deal, Dhoni will be used in print, television, outdoor campaigns as well as promotional events and mass engagement programs across India.
Commenting on the association, 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.”
Agarwal went onto explain the significance of the number seven in the deal by saying, “We signed the deal on the 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!”
