The cricket mania in India has resulted in cricket players getting higher endorsement deals than their Bollywood counterparts. And today we discuss about one particular brand which has used this cricket fever to its maximum advantage. The brand is none other than Maxx Mobile.
Maxx Mobile is a late entrant in the Indian Mobile market which is valued as one of the largest in the world. But it made up for its late arrival and made a name for itself by selling more than 3 million handsets in less than 3 years since its inception. The brand now aims at a significant market share of over 10% by 2012 and is rigorously focussing on new marketing strategies to improve its sales.
Maxx has used the current cricket frenzy prevalent in India and has roped in one of the biggest names in Indian cricket to promote itself. Mahendra Singh Dhoni, the captain of the Indian Cricket Team was roped in as the brand ambassador of Maxx Mobiles. But the real shock came when Dhoni renewed his contract with Maxx and extended it for 7 more years. And guess what! The deal entitled him to receive a staggering Rs 29 Crore as endorsement fee.
Top brass at Maxx mobile believe that the deal was worth because they say that, with a string of recent success to his credit including the T-20 and 50 Over World Cup, Dhoni has become the epitome of Indian Sporting Achievements. He is respected and admired by the young and old of India alike and his brand value has increased tremendously. Mahendra Singh Dhoni is without any doubt the most popular figure in Indian cricket right now among the younger generation even beyond Sachin Tendulkar.
As part of the lucrative deal Dhoni will represent all promotional and marketing activities of the brand including advertisement, posters and hoardings, public campaigns, outdoor campaigns and so on.
Also Maxx Mobile tied up with Ignitee Sports agency to manage its brand promotion activities during the 4th edition of the Indian Premier League Cricket Tournament. The agency oversaw the ground implementation of Maxx Strategic Time-Out and Play-Off Sponsorship for IPL4.
Maxx Mobile has taken all right directions in terms of branding, it brand value has just got better and better. Leveraging a game like cricket has helped the company to connect to masses in such a short time frame. Success of Maxx mobile is proving a point beyond doubt that Sports is sometimes the best emotional trigger which could impact consumer buying and brand building in a country like India.