Dainik Bhaskar has signed on Indian cricketer MS Dhoni as its brand ambassador. With its geographical spread covering the newly emerged markets of India in tier-II and tier-III towns, Dainik Bhaskar was seeking a personality or icon who would best project the ethos and core of the brand to its various stakeholders, according to an official release from the company
“In Dhoni, we have managed to find a near perfect fit. He is a shining real life example of what an ambitious individual can do; he oozes a high degree of confidence, adapts to new situations very fast, has demonstrated innovative thinking and more importantly, has shown how the relentless pursuit of excellence can make a person from a small town emerge a champion,” said Rajiv Jaitly, president, ad sales & marketing, Dainik Bhaskar.
Jaitly added, “Dhoni has an attitude towards the game similar to what we have toward publishing. Breaking barriers and myths - taking nothing as granted. To my knowledge, Dainik Bhaskar is the first brand signing a celebrity brand ambassador in the print media space and yes that is an added first mover advantage.”