Lava Ap­points Dhoni Brand Am­bas­sador

The Economic Times - - Business Of Brands - Our Bu­reau

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.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.