Indian Cricket Team Captain MS Dhoni will no longer be seen endorsing Aircel’s latest social networking handset INQ. Aircel is now running a new INQ advertisement which does not feature MS Dhoni .
Aircel was forced to take this step by Maxx Mobile Communications as Maxx had signed MS Dhoni for its advertisement. Mumbai-based company Maxx Mobile Communications, which owns Maxx Mobile brand, immediately took note of the INQ ads and asked telecom service provider Aircel to pull the commercial off air.
According to Mr K Rasool, head, marketing, Maxx mobile,
We have communicated our stand to Mindscapes Maestros, the agency that manages Dhoni, asking them to discontinue the advertisement which has Dhoni endorsing INQ handset as it breaches category exclusivity in the handsets space
In response to the action taken by Maxx Mobiles, an Aircel spokesperson said,
MS Dhoni is our brand ambassador for Aircel. Therefore, he endorses all products and services for Aircel. However, when we were informed by MS Dhoni’s agent that he is endorsing Maxx for IPL, keeping the sensitivity and his honour in mind, we withdrew him from this particular advertisement
Via: Economic Times