Kolkata-based Orient Fans, the C K Birla owned fan manufacturing company, has signed up the latest cricket sensation, Mahendra Singh Dhoni, as their brand ambassador for a period of two years.
Conceptualised by the Orient Fan agency, RK Swamy-BBDO, Kolkata, two new commercials featuring Dhoni have been shot post his return from the successful tour of Pakistan. The first of these TVCs will go on air from mid-March in leading channels.
According to both agency and client sources, Dhoni as brand ambassador was a perfect fit as his style of cricket – hitting the ball all over the field – was in complete sync with the brand promise of Orient PSPO, ‘Kone Kone mein Zyada Hawa’.
Jayanta Sircar, Director, Client Services, RK Swamy-BBDO, Kolkata, said, “Additional budgets are being ploughed in to make the most of this brand endorsement by the power packed Dhoni … and with the World Cup to be played in 2007, the brand is expected to enjoy a new surge thanks to this ideal fit between the brand promise and the endorser’s brand of cricket.”