Dhoni to promote Chocolaty Candy by Godrej
20 Oct 2008
After endorsing the Lafarge cement brand, ace cricketer has been signed on by Godrej Group's confectionery and food subsidiary Godrej Hershey as the brand ambassador for its new Chocolaty Candy, Maha Choco, the latest brand extension of the company's flagship brand of Nutrine's flagship brand, Mahalacto.
The company is also launching a advertising campaign for the candy with a television commercial featuring Dhoni, Godrej Hershey said in a statement.
As brand ambassador, Dhoni will play a key role in brand and product communication in television, print and outdoor media campaign for the company.
"There is a perfect fit between Dhoni and Maha Choco. We are confident that our new television campaign will connect with our consumers," Godrej Hershey chief operating officer Bobby Agarwal said.
Dhoni was an ideal choice as he is the typical boy-next-door yet has the values of a superhero like winner, go-getter, stylish, trustworthy all-rounder.
In the advertisment, Dhoni trades his motorbike for a pink bicycle with a little girl in exchange for her Maha Choco. The idea was to demonstrates the brand positioning of 'Maha Deewanapan' with Dhoni going to ridiculous lengths to get his favourite candy.
Agarwal said, "There is a perfect fit between Dhoni and Maha Choco - the Maha attitude - confidence and passion to enjoy every moment in life. Besides his name being Maha endorsing Maha Choco, he grew up eating Mahalacto and represents the brand values. He typifies the thought of 'Maha Deewanapan' completely."
The company says that Dhoni will be a part of all the brand and product communication on television, in print and outdoor media. There will be on-ground and promotional activities connected to the new campaign.
