MAXX Mobile has announced a record Rs.29 crore 7-year deal with Mahendra Singh Dhoni, the captain of India's international cricket team and one of India's most successful sportsmen. MAXX's 7-year deal with M. S. Dhoni makes it one of the longest duration deals signed by any brand in recent times. Prior to this, MAXX had a 1-year contract with M. S. Dhoni.
MAXX Mobile will leverage the popularity of M. S. Dhoni to highlight the advantage of owning its unique brand and also utilize the cricketer's star power to reach out to the youth. As part of the deal, M. S. Dhoni will be associated with multiple marketing initiatives planned by MAXX Mobile to promote the brand. These include Print and Television Advertising, outdoor campaigns, promotional events and mass engagement programmes across India.
Commenting on the record endorsement deal, Ajjay Agarwal, Chairman & 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 to build a positive differentiation in this market."
