Lava has successfully roped in star cricketer and Indian cricket team captain – Mahendra Singh Dhoni, as its new brand ambassador. Now that’s clever marketing, but to further substantiate this move, the domestic smartphone maker will also invest 2615 Crores in phased manner to increase annual production capacity from its Noida Plant to 216 million phones.
In its first innings, Lava tasted some sweet success with Lava Iris 504Q, but couldn’t sustain the momentum. After a brief forced hiatus the company returned with Iris Pro 30, but that wasn’t very persuasive, primarily because the hardware used was dated. Lava has been catching up ever since, but even its association with Google and the resulting 2nd gen Android One phone hasn’t done much to put it in limelight.
In online realms, towering specs and aggressive pricing is what makes maximum noise, but association with Captain cool will definitely have a resounding impact and solidify Lava’s position in offline market. Will M.S. Dhoni finally bring good mojo and hammer all hurdles off the park with his helicopter shot? Solomon Wheeler, Vice President Head – Marketing Communication, Lava International Limited is rightly optimistic.
“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 organization. M. S. Dhoni epitomizes 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 services to all our consumers at all times,” he said.