Aircel drops INQ mobile ads featuring Dhoni

DLF IPL Season 3 has emerged as a new turf for mobile handset makers for showcasing their latest products. Chennai Super Kings captain MS Dhoni was spotted in two different commercials during this IPL. One was for Aircel's social networking INQ mobile phones and another was for MAXX mobiles, who are also the official sponsors for IPL Strategic Timeouts and Playoff Games.

As per a report published on ET, Maxx Mobile Communications has approached Aircel asking them to pull INQ mobile commercials featuring Dhoni off air as he is also promoting Maxx Mobile brand during the IPL. On this note, Aircel has now decided not to air INQ commercials that feature Dhoni.

"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," said Mir K Rasool, head, marketing, Maxx mobile.

Aircel officially explained this marketing move by stating, "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 ad."

INQ, a leading UK-based developer of social mobiles, has earlier tied up with Aircel to launch its INQ Chat 3G and INQ Mini 3G social networking mobile phones in India. The device was aggressively promoted by Aircel's brand ambassador MS Dhoni who appeared in the commercial ads of these INQ handsets during IPL. (via: ET)