Godrej Hershey Ltd., one of India’s largest confectionery and food companies and part of the Godrej Group, has signed on India’s Maha Cricketing Champion Mahendra Singh Dhoni as Brand Ambassador for its new Chocolaty Candy – Maha Choco. This marks the first time that M.S. Dhoni is endorsing a kid’s brand.

Maha Choco is a Maha Creamy Chocolaty Candy that offers consumers a larger-than-life experience with its rich, creamy, irresistible taste. Maha Choco is the latest brand extension of Nutrine’s flagship brand – Mahalacto. Maha Choco is available nationally as a pillow packaged deposit candy and is priced at 50p.

Mahi Bana Maha Choco Ka Maha Deewana! The new advertising campaign sporting a very contemporary feel and theme shows Dhoni trading in his motorbike for a pink bicycle with a little girl in exchange for her Maha Choco. It clearly demonstrates the brand positioning of ‘Maha Deewanapan’ with Dhoni going to ridiculous lengths to get his favourite candy.

The new advertising campaign sporting a very contemporary feel and theme shows Dhoni trading in his motorbike for a pink bicycle with a little girl in exchange for her Maha Choco. It clearly demonstrates the brand positioning of ‘Maha Deewanapan’ with Dhoni going to ridiculous lengths to get his favourite candy.

Godrej Hershey Ltd has chosen Dhoni as the brand ambassador as he represents the Maha values of superhero yet boy-next-door, winner, go-getter, stylish, trustworthy, all-rounder and larger-than-life. He is one of India’s most loved youth icons, is hugely popular with the kids and therefore a perfect fit for the brand.

Commenting on the brand’s association with Dhoni, Mr. Bobby Agarwal, Chief Operating Officer, Godrej Hershey Ltd. expressed, "There is a perfect fit between Dhoni and Maha Choco – the Maha attitude, confidence and passion to enjoy every moment in life. Besides his name being Mahi endorsing Maha Choco, he grew up eating Mahalacto and represents the brand values. He typifies ‘Maha Deewanapan’ completely. We are confident that our new television campaign showcasing Mahi’s Deewanappan for Maha Choco in a compelling and interesting manner will connect with our consumers."

Brand Ambassador Mahendra Singh Dhoni said, "I am very excited to be the brand ambassador for Maha Choco. I love the chocolate candy and just like in the ad, I would go to any length to get my favourite candy – Maha Choco. What makes this association even more special is that Nutrine has been a part of my growing up years in Ranchi. Mahalacto was my favourite candy (still is!) and I would always carry a few in my pocket, even while playing cricket."

, "I am very excited to be the brand ambassador for Maha Choco. I love the chocolate candy and just like in the ad, I would go to any length to get my favourite candy – Maha Choco. What makes this association even more special is that Nutrine has been a part of my growing up years in Ranchi. Mahalacto was my favourite candy (still is!) and I would always carry a few in my pocket, even while playing cricket."

As brand ambassador, the celebrated cricketer will play a key role in brand and product communication on television, in print and outdoor media. The 360 degree campaign has a large amount of above the line (ATL) and below the line (BTL) on-ground and promotional activities.

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About Godrej Hershey Ltd.

Godrej Hershey Limited (GHL) is a part of the Godrej Group, one of India’s largest and most respected business conglomerates. GHL markets juices and fruit drinks under brands Xs and Jumpin; soyamilk based drink under the Sofit brand; and edible oil brands like Cooklite, and packaged tea under the brand name Godrej Tea and confectionery under the Nutrine portfolio. The Nutrine’s portfolio includes strong sub-brands like MahaLacto, Nutrine Eclairs and Aasay.