GE Money India, GE’s consumer finance unit, on Monday announced the appointment of cricketer Mahendra Singh Dhoni as its brand ambassador for India. This is the first time that GE Money has devised a focused and strategic marketing campaign using a brand ambassador.
Vishal Pandit, President and CEO, GE Money India, said, “We are proud to have Mahendra Singh Dhoni, one of India’s most promising and positive young cricketers, as our brand ambassador. This partnership with Dhoni will help GE Money form a connect with its customers, many of whom are as passionate about cricket as they are about getting the best value for their money for their financial needs.”
The move is in line with GE Money’s aim to position itself as the financial service provider / brand of choice and claiming to posses the ability to foster a ‘Can do’ spirit and saying ‘Yes to Possibilities.’
Commenting on the association, Dhoni said, “I am excited to be representing a global brand such as GE Money. From being approachable, flexible, and always thinking innovatively to win, I look forward to working with GE Money to help people’s dreams come true by saying ‘Yes to Possibilities.’”
GE Money India has also announced the launch of a promotional campaign titled ‘Return of the EMI’, which will be open to all GE Money customers who take loans during the period starting August 19, 2006 till October 30, 2006. The ‘Return of the EMI’ will be promoted through a mass media campaign featuring Dhoni.
To create excitement and involvement among its consumers and employees, GE Money aims to run a series of campaigns and search contests throughout the year around the theme of cricket using Dhoni.