Ashok Leyland ropes in Mahendra Singh Dhoni as brand ambassador

14 May 2012 Evaluate

Ashok Leyland, the Hinduja Group flagship, has signed cricketer Mahendra Singh Dhoni as its brand ambassador to gain market share in the commercial vehicle business. The company has roped in a celebrity endorser for the first time in its six-decade journey. 

Dhoni's endorsement will be backed by a multi-media campaign across all markets and addressing all customer segments.  The company is the second largest commercial vehicle company in India with a market share of around 22% and turnover of Rs 11,118 crore in 2010-11.

Ashok Leyland is the flagship of the Hinduja Group and a leading manufacturer of commercial vehicles in India.

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