Another big endorsement deal for Indian captain Mahendra Singh Dhoni
Cashing in some more on his massive popularity, http://www.senore.com/Cricket/Mahendra-Singh-Dhoni-c73820, captain of the Indian cricket team, has signed another huge endorsement deal. This time, it’s a seven-year deal with Maxx Mobile and is worth Rs. 29 crore.
“Maxx believes in Dhoni’s potential and the performance that he has delivered over the years is a testimony to his talent,” Ajjay Agarwal, the CMD of Maxx Group, told reporters. “The seven-year deal reaffirms our belief in him
and is undoubtedly a big reinforcement for the Maxx brand.”
Dhoni signed the Maxx deal just a few days after signing another contract, worth Rs. 26 crores, with Vijay Mallya’s UB Group, the second largest spirits firm in the world.
Despite being relatively new in the Indian market, Maxx Mobile has emerged as an influential player and is currently the fifth largest mobile brand in http://www.senore.com/Cricket/India-c750, having sold millions of mobile sets in less than two years since its
launch. The company has already bagged four percent of the total market share and its aggressive growth is targeting a share of 10 percent by the year 2012.
Responding to a query regarding the considerably long period of the contract, Agarwal said, “This has been decided keeping in mind Dhoni’s age and potential he has. He is 29 years old and the deal reflects his potential for the
Indian cricket.”
Dhoni already had a one-year contract with Maxx Mobile which was going to expire on December 31st this year. The seven-year extension – one of the longest endorsement contracts signed in recent times – will take his
relationship with the company to a new level altogether.
As part of the deal, Dhoni will be obliged to remain associated with multiple marketing initiatives planned by the company for the promotion of its brand. The deal will include activities like shooting commercials for print and
electronic media, outdoor campaigns, promotional events and mass engagement programs across the country.
Dhoni is currently also the face of 23 other brands, for which he is charging over six crore rupees per endorsement. These brands include Aircel, http://www.senore.com/Cricket/Godrej-c60262, Reebok, and TVS Motors.
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