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    Ashok Leyland signs MS Dhoni as brand ambassador

    Synopsis

    Commercial vehicle major Ashok Leyland became the latest brand to sign on Indian captain M S Dhoni as its brand ambassador.

    MUMBAI: Commercial vehicle major Ashok Leyland became the latest brand to sign on Indian captain M S Dhoni as its brand ambassador. With an eye on the North and West markets, the brand unveiled its TVC featuring Dhoni during the IPL. To follow are outdoor, print, activation programs and out-reach programs to spread the word.

    Alok Saraogi, head - brand and marketing communications, Ashok Leyland said, "We have been media shy for a long time, so never thought of advertising. We are largely known as a south Indian company and our ambition is to be known as a national player and take a larger place in the market. The campaign is an attempt to do a big bang activity that will cut through masses and be noticed by all."

    Saraogi feels Dhoni is the right fit because he still retains his humility despite being on top of his sport. Contract Advertising has made the commercial for the brand. At the backend, Ashok Leyland is also gearing up its manufacturing facilities to cater to new demand fuelled by the marketing campaign.

    The advertising campaign is also to support its 400+ dealers to have better footfalls. Besides advertising, Ashok Leyland is also setting up training institute for drivers and organizing camps for mechanics to help them understand its vehicles better. Apart from India, Ashok Leyland has presence in Latin America, CIS, ASEAN, Russia, Africa, SAARC and Middle-East countries.
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