Lava Appoints Dhoni Brand Ambassador
New Delhi: Local handset maker Lava International has signed up MS Dhoni, India’s cricket captain in limited-over formats, as its brand ambassador. The World Cup winning captain will be the new face of Lava’s multichannel marketing campaign as well as brand engagement activities, as the company aims to strengthen its brand in the country where it is among the top five players by volume.
Financial terms and tenure of the contract weren’t known. “Bringing him on board strengthens our resolve to offer trusted and reliable products & services to all our consumers at all times,” said Solomon Wheeler, Lava’s head of marketing and communication. Lava International, founded in 2009, posted revenues of $1.2 billion (about .₹ 8,000 crore) in FY15, over double than the previous fiscal year. According to Counterpoint Research's October-December data, Lava was the fastest growing Indian smartphone brand globally in 2015.
The company's larger local rival Micromax has Hollywood actor Hugh Jackman as its brand ambassador. Bollywood actor Farhan Akhtar promotes Intex’s Aqua range of smartphones.
Lava has set up its first manufacturing plant in Noida and plans to invest .₹ 2,615 crore in a phased manner to scale it up to have an annual production capacity of 216 million phones. The company has overseas operations in Thailand, Nepal, Bangladesh, Sri Lanka, Pakistan, Indonesia, Mexico, the Middle East and Russia. It is the No 1 smartphone brand in Thailand.