Dhoni signs Rs 29 crore en­dorse­ment deal with Maxx Mo­bile

The Pak Banker - - International3 -

MUM­BAI: Rid­ing on his pop­u­lar­ity, In­dian cricket team cap­tain Mahin­dra Singh Dhoni has signed a Rs 29-crore en­dorse­ment deal with Maxx Mo­bile for a pe­riod of seven years.

"Maxx be­lieves in Dhoni's po­ten­tial and the per­for­mance that he has de­liv­ered over the years is a tes­ti­mony to his tal­ent. The seven-year deal reaf­firms our be­lief in him and is un­doubt­edly a big re­in­force­ment for the Maxx brand," Maxx Group CMD Aj­jay Agar­wal said. The deal comes within days of Dhoni sign­ing Rs 26-crore deal with the world's sec­ond largest spir­its firm, UB Group. Maxx Mo­bile, one of the re­cent en­trants in In­dia's mo­bile phone mar­ket, has emerged as a force to reckon with af­ter hav­ing sold mil­lions of hand­sets in less than two years. It has al­ready cap­tured over four per cent mar­ket share and has set an am­bi­tious tar­get of hav­ing 10 per cent mar­ket share by March 2012.

Asked about the long pe­ri­od­ic­ity of the deal (seven years), 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's ex­ist­ing one-year con­tract with Maxx comes to an end on De­cem­ber 31, 2010. The record-break­ing sev­enyear ex­ten­sion deal takes brand en­dorse­ment with cricket stars to a new high and pro­vides Maxx Mo­bile, one of In­dia's fastest grow­ing brands the right con­nect with cus­tomers across the coun­try.

As part of the deal, Dhoni will be as­so­ci­ated with mul­ti­ple mar­ket­ing ini­tia­tives planned by Maxx Mo­bile to pro­mote the brand. The deal in­cludes print and tele­vi­sion ad­ver­tis­ing, out­door cam­paigns, pro­mo­tional events and mass en­gage­ment pro­grammes across In­dia.

Dhoni is the face of 23 brands and charges over Rs 6 crore per en­dorse­ment. -Afp

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