MUMBAI: Marking a first in six decades, Hinduja Group‘s flagship brand Ashok Leyland has roped in Team India captain Mahendra Singh Dhoni as its brand ambassador. This move is part of the company‘s plan to gain 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 111.18 billion in 2010-11.

The Indian skipper’s endorsement will be backed by a multi-media campaign across all markets and addressing all customer segments.

Ashok Leyland MD Vinod K. Dasari 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.”