Lava International ropes in MS Dhoni as brand ambassador

Lava International, a leading player in the mobile handset industry, has brought on board Mahendra Singh Dhoni as its brand ambassador. The partnership comes at a time when Lava is at the cusp of its next level of growth with its increasing market share in the Indian mobile handset industry. A recent report by Counterpoint Research based on the Q4 2015 (Oct-Dec) performance of the handset manufacturers’ report mentions Lava International as the fastest growing Indian smartphone brand globally in 2015.

Dhoni will be the new face of Lava’s multi-channel marketing campaign as well as brand engagement activities. Through this association, Lava aims to strengthen its brand identity as the most trusted and reliable mobile handset brand in the Indian mobile handset industry. This association will further build upon the recent industry recognition Lava has received in respect to its product quality and after sales service.

Solomon Wheeler, Vice President & Head - Marketing & Communication, Lava International, said, “This announcement is a milestone in Lava’s growth story. We are very proud and privileged to be associated with MS Dhoni. Lava stands for reliability which stems from integrity, passion for excellence and innovation/ adaptability, core values of the organisation. Dhoni epitomises reliability and Lava values both as a person and a sportsman. Hence, there was a natural connect between both the great brands which resulted in this association. Bringing him on board strengthens our resolve to offer trusted and reliable products and services to all our consumers at all times.”

Speaking of his association, Dhoni said, “Lava embodies the values, the ideas and the direction that every Indian brand must take in the 21st century. In a highly competitive mobile handset market, Lava stems out as a brand that differentiates itself through a compelling story, a commitment to stay relevant and high quality products and services. I am very happy to associate with Lava and look forward to working with them closely.”

Founded in 2009, Lava International has become one of the fastest growing mobile handset companies in India. It achieved revenues of $1.2 billion in FY 2014-15, registering more than 100 per cent growth over FY 2013-14.