Dhoni becomes brand ambassador of RCoVL

Mumbai, Mar 23 (UNI) The Anil Dhirubhai Ambani group (ADAG) today announced that it has signed India's ace cricketer Mahendra Singh Dhoni as the brand ambassador for its Reliance Communications Ventures Limited (RCoVL).

Reliance Communications Head (branding and marketing) Sanjay Behl told mediapersons here today that Dhoni has been signed for a period of two years.

The Indian wicket-keeper-batsman will, as per the terms of the broad-ended contract, endorse the company's products and services ''through advertising campaigns and other such promotional programmes that may be evaluated for brand fitment during the term of the agreement,'' Mr Behl said.

Explaining the rationale for chosing Dhoni as the company's brand ambassador, Mr Behl said, ''There were a lot of commonalities between us and Dhoni such as reliability and besides, we found that the value systems of both matched perfectly. Both of us were keen to partner each other - it was a kind of soulmate bonding for both of us.'' On the occasion, Dhoni said, ''It's a great feeling to be associated with India's youngest, yet one of top three business houses that has impressed us all with its dynamism, aggression and meteoric growth. I see in the company and group a potential global winner and am really excited to be its partner in the grand journey.'' Coincinding with the event, the cellphone features based on the explosive batsman, like 'Dhoni zone' and 'Dhoni Magic' were also launched on the company's portal - Reliance World.

While 'Dhoni Magic' will have downloadable wallpapers and a cricket-based game called 'Dhoni game', 'Dhoni zone' will have the cricketer's profile, statistics and clips of his best moments on the field.

UNI JJ GK AW1515