Lava Names Mahendra Singh Dhoni As Brand Ambassador

India’s limited-overs cricket captain M.S. Dhoni has been signed up as the brand ambassador by handset manufacturer Lava International in a move to strengthen its brand in India, the company announced on Sunday.

“Bringing him on board strengthens our resolve to offer trusted and reliable products and services to all our consumers at all times,” Solomon Wheeler, vice president and head of marketing and communication, Lava International, said in a statement.

The contract value was not disclosed by Lava, which has set up its first manufacturing plant in Noida and plans to invest Rs 2,615 crore to raise its annual production capacity to 216 million phone sets.

“In a highly competitive mobile handset market, Lava stands out as a brand that differentiates itself through a compelling story, a commitment to stay relevant and provide high quality products and services.

“I am very happy to be associated with Lava and look forward to working with them closely,” Mahendra Singh Dhoni said.

Lava International, founded in 2009, achieved revenues of $1.2 billion in fiscal 2014-15.

The company also has overseas operations in Thailand, Nepal, Bangladesh, Sri Lanka, Pakistan, Indonesia, Mexico, the Middle East and Russia.