India’s limited-overs Captain MS Dhoni had resigned as a brand ambassador of realty firm Amrapali. Dhoni resigned days after the unhappy residents of a housing project in Noida launched a social media campaign asking the cricketer to disassociate himself from the builder. Dhoni has been the brand ambassador of the company for the last six years.

The complaints from the residents of Amrapali’s Sapphire project in Noida had gone viral on Twitter. “Dhoni is no longer our brand ambassador. I do not want his image to be affected because of being attached to Amrapali. We and Dhoni mutually took the decision,” said Company Chairman and Managing Director Anil Sharma.

The residents had tagged Dhoni in their tweets asking him to disassociate from the company to ensure completion of pending work. Earlier this week, Dhoni had said that he will take up the matter with the builder and it must deliver on its promises. Sharma assured residents that the company would complete the pending works in the project in next three months.

Amrapali’s CMD Sharma said that its projects have been delayed due to lack of funds and slowdown in the property market. But the residents complained that “The first phase of project ‘Sapphire’ at Noida Sector 45, which was launched in 2009, has been completed and about 800 families have moved in out of 1,000 flats but civil and electrical work in many towers have not been completed.”

Amrapali housing society had started a new campaign on social media appealing Uttar Pradesh Chief Minister Akhilesh Yadav to involve in the matter and solve the problem. A parliamentary panel is likely to recommend a hefty penalty and a jail term of up to five years to celebrities endorsing misleading advertisements.