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Sonata ropes in Mahendra Singh Dhoni as brand ambassador

26-April-2006
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Sonata ropes in Mahendra Singh Dhoni as brand ambassador

He is the new darling of not just cricket fans but several companies too. Mahendra Singh Dhoni now ranks No. 1 in ICC’s ODI rankings as well as in the brand books. Watch brand Sonata is the latest to rope in the batting wonder as its brand ambassador. The cricketer will be endorsing the Sonata range of watches for the next two years.

Said C Srinivasan, Business Head, Sonata, “In terms of achievement and attitude, Dhoni presents the right fit for Sonata – both are No. 1 in their respective fields, both embody reliability and both have the ability to make a unique impression making this an ideal partnership.”

Sonata was positioned as a brand for the unconventional achiever, for those who wanted to make a unique impression, he said, adding, Dhoni epitomised this unique achiever, where success and recognition were a result of hard work and a unique approach.

“We believe Dhoni’s endorsement of Sonata will go a long way towards establishing the new communication platform for the brand – the fact that Sonata is a symbol of unique achievers. We are confident that this association will help us in further strengthening the connect between the brand and our target consumers,” Srinivasan said.

Commenting on his association with the watch brand, Dhoni said, “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 the Tata Group. It gives me great pleasure to be associated with this brand.”

As brand ambassador, this talented cricketer will play a key role in the brand and product communication on television as well as in print and outdoor media. He will also feature in various promotions and merchandise that have been planned for the brand.

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