Can Reliance rely on Dhoni?

Flamboyant cricketer M S Dhoni is, in all likelihood, set to be a part of the Reliance Mobile campaign’s star cast; the campaign is slated to be on air by the end of this month. Till now, it’s been officially confirmed that the new campaign – that’s going to aggressively target the entire length and breadth of India in the GSM telephony segment – will be a multi-starrer of sorts with film stars, cricketers and music stars. The buzz is that the campaign will showcase six big stars, in all. Cellular operators cashing on celebrity ambassadors is nothing new. Tendulkar has endorsed Airtel; Rahul Dravid signed up with Hutch; Kajol & Devgan for Tata Indicom and Abhishek Bachchan for Motorola... Created by Cartwheels, run by JWT’s former creative head, D Ramakrishna, Reliance’s GSM ambitions are finally all set to be rolled out on a grand scale.

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