The Hinduja Group has roped in a celebrity for the first time in six decades to endorse Ashok Leyland Commercial Vehicles.
Ashok Leyland said this is part of its initiatives to gain market share in the commercial vehicle business.
Mr Vinod K. Dasari, Managing Director, Ashok Leyland, said, “Mahi’s choice was almost automatic for I cannot think of another person befitting the values of Brand Ashok Leyland so well. A true son-of-the-soil, a leader who is focused, straight-thinking, passionate and, most of all, humble, he will lead the numerous initiatives that are on the anvil.”
The decision to endorse Dhoni is part of its strategy to aggressively gain market share with a slew of new product innovations and become one of the strongest players in the commercial vehicle business in India.
This will be backed by an aggressive, multi-media campaign across all markets. Dhoni will endorse the company’s role in creating success stories for its various stakeholders in its new TV commercial that is already on air.