When it comes to sign a big deal then the name of Indian cricket team captain, Mahendra Singh Dhoni, obviously comes to the mind at first. His increasing popularity has helped him sign a RS 29-crore endorsement deal with Maxx Mobile for a period of seven years. This new deal will be signed on December 7, 2010. It is also Dhoni’s birthday that day.

It seems that Dhoni is a popular face to the companies and consumers. He is the face of 23 brands including Reebok, Aircel, Godrej and TVS Motor. He earns over Rs 6 crore per endorsement.

This lucrative deal has come few days after Dhoni signed an Rs 26-crore deal with UB Group, the world’s second largest spirits firm.

Dhoni signed a one-year deal with Maxx that will end on December 31, 2010. Before ending the previous deal, the company is very much eager to sign a new deal with him for seven years. This is obviously a record-breaking deal that will take the cricket star to a new height.

As part of the deal, which includes print and television advertising, outdoor campaigns, promotional events and mass engagement programmes across India, Dhoni will be seen to join multiple marketing programs planned by Maxx Mobile to promote the brand.

Maxx Mobile is one of the new mobile phone companies that have made their entrance into the mobile phone market in India. It has made its strong market in India after selling millions of handsets in less than two years. Its huge sales figure in a short time has helped the company to capture over four per cent market share. The company is determined to achieve a target of having 10 per cent market share by March 2011.

When Agarwal was asked about the seven-year deal, he said "this has been decided keeping in mind Dhoni's age and potential he has. He is 29 years old and the deal reflects his potential for the Indian cricket."