Brand Dhoni catches a Sonata

By , agencyfaqs! | In Advertising
Last updated : April 26, 2006
Dhoni will endorse the brand for the next two years

Mahendra Singh

Dhoni is on a signing spree. The dashing wicketkeeper, who is emerging as the latest pin-up boy of Indian cricket, is catching an increasing number of brands in his able gloves, these days. The rockstar hairstyled Dhoni has just been signed on by Sonata watches to endorse the brand for the next two years.

C Srinivasan, business head, Sonata, says, "The number one watch brand in the country needed the No.1 cricketer to endorse it. And who could have been a better choice than the No.1 ODI batsman in the world."

Dhoni, according to Srinivasan, stands for reliability and credibility. "We hope that both, Sonata and Dhoni, an ideal partnership, will create a unique impression in the market," he says.

Sonata, owned by the Tata group, is positioned as a brand for the unconventional achiever, who wants to make a unique impression.

Srinivasan says, "We hope that the new brand ambassador will help us to target our consumers in a better way, as this new face will give us the mileage to establish the new communication platform."

For his part, Dhoni says, "Sonata, for me, embodies a fresh and aggressive attitude. It is a brand, which stands for the Indianness, consistency and reliability. It is my pleasure to be associated with a brand that has the backing of the Tata group."

The flamboyant cricketer says, "I have always felt that Sonata embodies the young and go getter attitude. Sonata stands for a brand that is Indian, consistent, and high quality and is backed by the name of Tata Group."

Currently, Sonata boasts a sales volume of over 40 lakh units, and a retail network of over 10,000 dealers across the country.

2006 agencyfaqs!

First Published : April 26, 2006
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