Dhoni is Ashok Leyland's Brand Ambassador

Ashok Leyland has signed on cricketer Mahendra Singh Dhoni as its brand ambassador.

This is the first time the company has roped in a celebrity endorser in its six-decade journey.

In a press release, Ashok Leyland said this is part of its initiatives to gain market share in the commercial vehicle business.

Ashok Leyland is the second largest commercial vehicle company in India with a market share of around 22 per cent and turnover of Rs 11,118 crore in 2010-11.

The company's share had slipped in the last year or so and it hopes to have clawed back to 25 per cent in 2011-12.

Ashok Leyland is announcing its 2011-12 financial results on Monday.

Dhoni's endorsement will be backed by a multi-media campaign across all markets and addressing all customer segments, said the release.

A television commercial goes on air on Monday.

Mr Vinod K. Dasari, Managing Director, Ashok Leyland, said, “Mahi's choice was almost automatic for I cannot think of another person befitting the values of Brand Ashok Leyland so well. A true son-of-the-soil, a leader who is focused, straight-thinking, passionate and, most of all, humble, he will lead the numerous initiatives that are on the anvil.

Our future-ready U-Truck range has already started to make its presence felt in the market with the 8x2 on the anvil. Our Jan Bus, the single-step, front engine fully flat floor bus will soon hit the market. We have also been aggressively expanding our market reach. We believe these efforts will help enhance customer profitability to a new level.”

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