Over the years celebrity endorsements have become an essential part of marketing for all the big companies in India. Celebrity endorsements is a form of advertising campaign or a marketing strategy that uses a celebrities fame or social status to promote their products, brand and services to their target audience.
One of the most popular celebrity endorser is Mahendra Singh Dhoni, who is also known as the Captain Cool and the second highest grossing Indian Sportsman. MS Dhoni is a former Indian International cricketer who was the captain for the Indian national team in limited-overs formats from 2007 to 2017 and in test cricket from 2008 to 2014.
Under his guidance as a captain, India went on to win the 2007 ICC World Twenty20, the 2010 and 2016 Asia Cups, the 2011 ICC Cricket World Cup and the 2013 ICC Champions Trophy. The right handed middle order batsman and wicketkeeper as won many awards and accords such as ICC ODI player of the year award, Rajiv Gandhi Khel Ratna, Padma Shri and Padma Bhushan.
MS Dhoni was also the second Indian cricketer to be conferred the honorary rank of Lieutenant Colonel from the Indian Territorial Army. Under his captaincy the Chennai Super Kings won in 2010, 2011 and 2018 in the Indian Premier League. He is considered to be one of the greatest wicket-keeper batsmen and captains in the history of cricket.
Because of this MS Dhoni was listed in Times’s 100 Most Influencial People in the World in 2011 and 23rd in the list of highest paid athletes in the world according to Forbes in 2015. In 2016, a biopic film was made based on his life, cricket career and the team win at the 2011 Cricket World Cup known as M.S Dhoni: The Untold story.
The cricketer retired from international cricket in august 2020 but continued to be an avid endorser of brands. The net value of MS Dhoni is estimated to be over $111 million, while the brand value is said to be over $1.24 billion. According to celebrity managers, Dhoni is said to charge over ₹ 3-10 crore per brand endorsement deals.
The brands endorsed by MS Dhoni are Cars24, Indian Terrain, RedBus, Colgate, Panerai, LivFast, Indigo Paints, GoDaddy, Bharat Matrimony, Mastercard India, Sumadhura, Snickers India, Orient, Netmeds.com, Sound Logic, WardWiz, SRMB Steel, Lava, Oreo, SportsFit by MS Dhoni, Seven, Zed Black Agarbattis, Gulf Oil India, Dream11, Reebok, Exide Life Insurance, Pepsico, Boost, State of Jharkhand, Amity University, Oppo, Spartan Sports, Revital H, Aircel, TVS, Videocon D2h, Sonata, Cello, Siyarams and India Cements.
Lets look at list of brands endorsed by MS Dhoni:
Cars24 is a Gurgoan headquartered, online platform for buying and selling used cars in India. The company is known to have revolutionized the way pre-owned cars are sold in the country, currently it sells more than 150,000 cars annually. The company was founded by Vikram Chopra, Mehul Agrawal, Gajendra Jangid and Ruchit Agarwal in 2015.
The company recently announced that it going to get into franchise model in order to scale up its presence in 300 plus tier two, three and four markets in 2021. The company made a strategic partnership with MS Dhoni, where the cricketer will own equity in CARS24 and will act as the company’s brand ambassador to elevate and strengthen the brand as it continues to expand across markets.
In an Interview Vikram Chopra, the Co-founder of and CEO of CARS24 said that, “Dhoni is a role model to most Indians because of his ability to constantly evolve, innovate and find solution to every problems thrown at him over the years making him one of the most celebrated captain in the Indian history. These are the same values that CARS24 live by, which is why this partnership is perfect.”
redBus is an Indian online platform that provides ticket booking facilities for buses through its website, iOS and Android mobile apps. The company is headquartered in Bengaluru, and is known to have a network of over 2,500 buses operators in countries like India, Singapore, Malaysia, Peru, Indonesia and Colombia.
The company was acquired by Ibibo Group and claims to have registered more than 180 million trips with a customer base of over 20 million so far. The company made MS Dhoni as its brand ambassador in 2019 after the cricketer’s strong performance as a player and a captain in 2019 IPL.
The company is looking towards reaching a larger customer base with Dhoni as its brand ambassador. In the ad, the cricketer appears as a hockey player avatar for his first cameo for the brand. The company with the help of Dhoni also reached to their audience across the country through social media platforms.
The Colgate Palmolive Limited is an American company which is a leader in India for scientifically proven oral care products. The company is known for its products like toothbrushes, dental floss, tooth powder, mouthwash and other specialized range of dental therapies. The Colgate Palmolive India Ltd was originally incorporated in 1937.
In March 2019, Colgate went on to publish a couple of television commercial which featured not only MS Dhoni but also his wife Sakshi Dhoni. The campaigns are based on keeping our teeth strong from within with the tagline “Andar Se Strong.”
Boost is one of the leading malt based or cereal based beverages that was originally launched in 1975. The brand is known to be clinically proven that its increase stamina by three times more.
The drink is available in chocolate flavor and continues to be a leader in health food drinks market. The ‘Ready to Sip’ pack of Boost is also available for on-the-go consumption. Boost is has over 17 essential vitamins and minerals that help in increasing stamina and energy.
The company has a history of having iconic Indian Cricketers to be its brand ambassadors such as Kapil Dev, Sachin Tendulkar, Virender Sehwag to Mahendra Singh Dhoni, Virat Kohli, Rishabh Pant and Shreyas Iyer in recent times. Because of the boost commercials done by these esteemed sportsmen with the tagline of 'Boost is the secret of my energy', boost has become a household name.
GoDaddy Inc is an American company that is one of the most trusted domain registrar and web hosting company that is headquartered in Scottsdale, Arizona. GoDaddy has more than 20 million customers and more than 7,000 employees worldwide. The company is known for its advertising on TV, newspapers and for the fact that it empowers people with creative ideas to succeed online.
MS Dhoni is its current brand ambassador, with his help the company launched a successful ad campaign in order to get deeper into smaller markets where there is a rapid digital acceleration. In the commercial Dhoni is seen in the role of a business advisor, who is encouraging small business owners and entrepreneurs to get a domain name in order to complete their online business setup.
Dream11 is an online platform for Indian fantasy sports, the company allows its users to play fantasy cricket, hockey, football, kabaddi and basketball. Dream11 became a Unicorn company in April 2019.
The company made MS Dhoni as its brand ambassador, who so far has appeared in many multichannel marketing campaign and brand engagement activities. The company aims to grow and strengthen its leadership position in the online sports gaming market.
Speaking about MS Dhoni association with Dream11 in an interview, the cricketer said that he is delighted to be associated with the company that gives millions of sports fans an opportunity to be the decision maker, create their own team and experience the game first-hand. Dream11’s platform perfectly portrays the importance of choosing the right players and building a team as per the playing conditions.
Bharat Matrimony is a popular and leading online matrimony service in India, which is also a part Matrimony.com. Bharat Matrimony was founded by Murugavel Janakira, who also met his wife through his own matrimony site.
BharatMatrimony has more than 130 offices in the country and international offices in countries like Dubai, Sri Lanka, United States and Malaysia in order to cater to its customer needs beyond India. The iconic cricketer MS Dhoni was made as its brand ambassador of BharatMatrimony in 2018.
In an Interview, Murugavel Janakiraman, the CEO of Matrimony.com said that they were proud to be associated with an iconic cricketer. He also added that it is a good fit because Dhoni is an inspiration for millions of youth because of what he's achieved for the country through his admirable leadership qualities. Dhoni also inspires people through his happy marriage, his caring dad and loving husband image.
Snickers is an extremely popular chocolate brand that is made by the American company Mars, Incorporated. The famous chocolate is made of three layers which are Nougat, caramel and Peanuts enrobed with milk chocolate. This chocolate is considered to be a leader in that segment as its annual global sales of snickers was $2 million as of 2004.
Dhoni became the company’s brand ambassador in 2018 and has also been featured in many of its television commercial to promote the chocolate in India.
The company mentioned in a statement that the brand is loved across the world for cool quotient and there is no one who personifies that better than our very own captain cool. Dhoni also mentioned that this association for him was a natural fit as nothing can satiate the angry hunger as well as snickers.
Oppo is a well-known Chinese consumer electronics and mobile communications company whose parent company is BBK Electronics. The company's headquarters is based in Dongguan, Guangdong. Its portfolio of products are smartphones, audio devices, power banks, blu ray players and other electronic products.
Oppo was first launched in 2004 and has so far expanded to over 40 countries selling phones at over 200,000 retail stores.
Dhoni became the company brand ambassador in 2020 continuing the trend of sponsorship deals before the IPL season. The campaign known as #BeTheInfinite, will feature Dhoni promoting Oppo’s upcoming smartphones as well as the IPL.
Frequently Asked Questions
Who is Mahendra Singh Dhoni?
MS Dhoni is a former Indian International cricketer who was the captain for the Indian national team in limited-overs formats from 2007 to 2017 and in test cricket from 2008 to 2014.
What is the brand value of MS Dhoni?
The brand value of MS Dhoni is estimated to be $1.24 billion.
What are the main brands endorsed by MS Dhoni?
The main brands endorsed by MS Dhoni are Cars24, RedBus, Colgate,GoDaddy, Bharat Matrimony, Snickers India, Oppo, Boost, Gulf Oil India, Dream11.
What are the other brands endorsed by MS Dhoni?
The other brands endorsed by MS Dhoni are are Indian Terrain, Panerai, LivFast, Indigo Paints, Mastercard India, Sumadhura, Orient, Netmeds.com, Sound Logic, WardWiz, SRMB Steel, Lava, Oreo, SportsFit by MS Dhoni, Seven, Zed Black Agarbattis, Reebok, Exide Life Insurance, Pepsico, State of Jharkhand, Amity University, Spartan Sports, Revital H, Aircel, TVS, Videocon D2h, Sonata, Cello, Siyarams and India Cements.
How much does MS Dhoni charge for brand endorsement?
MS Dhoni charges over charge over ₹ 3-10 crore per brand endorsement deals.
What is the net worth of MS Dhoni?
The net worth of MS Dhoni is estimated to be over $111 million.
The former Indian captain MS Dhoni is the Second highest grossing Indian cricketer and sportsman in the country. The captain cool might have retired but in terms of brand endorsements is before Virat Kohli and after Sachin Tendulkar both who whom are iconic cricket player.
This shows that MS Dhoni continues to be most loved cricketer of our generation as his fans adore and worship him. Dhoni's insight, humbleness, positive energy, and dependability alongside his engaged leadership attributes is what makes him a favorite of the advertising world too. All in all Dhoni is known to have all the ideal properties that coordinate with many brands image.
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