Mahendra Singh Dhoni GE Money's first brand ambassador

New Delhi, Aug 21 (UNI) GE Money India, the consumer finance unit of the General Electric Company (GE), today announced it has signed up the dashing Indian stumper Mahendra Singh Dhoni, as its first-ever brand ambassador for India.

This is the first time that GE Money has embarked on a focused and strategic marketing campaign using a brand ambassador, to reinforce and reiterate GE Money's brand attributes of delivering a superior and consistent customer experience across all its products and touch points.

''GE Money is 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,'' GE Money India President and CEO Vishal Pandit said.

GE Money aims to strengthen its brand reputation as a ''Can-Do'' company with Dhoni, whose spirit both on and off the field embodies the core GE Money value.

The company will maximise the impact of Dhoni to amplify what the GE Money brand stands for and to establish an effective consumer-connect.

Besides, GE Money India also announced the launch of a promotional campaign titled 'Return of the EMI', which is open to all GE Money customers who take loans during the period starting August 19 to October 30, for an amount ranging from Rs 10,000 to Rs 100,000 against a personal loan/loan against property and home loan.

The customers will be entitled to get one/two of their EMI's returns based on the total loan value. Customers who have paid all their EMI's on time get to be a beneficiary of the EMI waiver offer from GE Money.

The campaign, which is in perfect synergy and fits in well with Dhoni's ''Can -Do'' attitude and GE Money's customer service oriented outlook, will be promoted through a mass media advertising campaign featuring Dhoni.

To create excitement and involvement amongst its consumers and employees, GE Money will also be embarking on a series of campaigns and search contests throughout the year around the theme of cricket using MS Dhoni.

GE Money, a unit of General Electric Company, with 163 billion dollars in assets, is a leading provider of credit services to consumers, retailers and auto dealers in 51 countries around the world.

UNI RA PV BD1904