Kolkata: Former Indian cricket captain, MS Dhoni has cried foul before the Delhi High Court against mobile firm Maxx Mobilink Pvt Ltd for still running advertisements encashing his name despite the end of the contract in December 2012, reports PTI.
According to the news agency, the court was hearing a petition filed by Dhoni. The cricketer sought contempt proceedings against Maxx’s CMD Ajjay Agarwal for defying its November 17, 2014 direction asking the company not to sell products using the cricketer’s name. “Why are you (Maxx) not complying with the order? You have to follow the court’s direction…both parties are directed to comply with the order dated April 21, 2016 before the next date of hearing that is July 28,” Justice Manmohan hearing the petition was quoted by PTI.
The Delhi High Court had passed a ruling on April 21, 2016 instructing the CMD to apprise the court of the measures his company had taken to respect the November order. Sanjeev Bhandari, the lawyer for the mobile firm said the company never took undue advantage of Dhoni’s popularity to market its products.
The recent ruling of the court was in reaction to Dhoni’s counsel Suchinto Chatterji informing the court that despite the court’s order in November, 2014, the company was still using the cricketer’s name to sell its products and not paying his dues. The November, 2014 ruling was passed on a plea by Dhoni and Rhiti Sports, accusing Maxx Mobilink of not living up to the agreement and not paying him his dues. Dhoni has also requested the court to take control of all the products and mobiles which had his name and image.
Dhoni has been a favourite with corporate houses which has had him endorsing their products. Despite the emergence of Virat Kohli, Dhoni has held his grip over advertisers many of whom still prefer him as their first choice. According to a Forbes report published in October last year, the Ranchi Hurricane held the No. 10 spot among athletes all over the world with a brand value of US$ 36 million.