MUMBAI: Former Indian cricket captain Mahendra Singh Dhoni has been named brand ambassador for Mars Wrigley Confectionery’s chocolate brand Snickers as well as sports gaming platform Dream11.
Dhoni will be the new face of Dream11’s multi-channel marketing campaigns and brand engagement activities, as the company aims to surge ahead and strengthen its leadership position in the online sports gaming industry.
Commenting on the association with Dhoni, Harsh Jain, CEO, Dream11 said: “Dhoni’s immense popularity amongst sports fans, coupled with his leadership qualities and sharp cricketing acumen, makes him the perfect match for our brand. He embodies all the characteristics that our users need while picking their Dream11 team. We believe this association will help us exponentially grow our current user base of 2 crore (20 million) Indian sports fans.”
Vikrant Mudaliar, chief marketing officer, Dream11, added, “This partnership is impeccably timed with Dream11’s next phase of growth and the unveiling of its new logo and visual identity. We believe that our association with Dhoni will further build the Dream11 brand, enabling sports fans to experience our unique format.”
Speaking on the occasion Arun Pandey, CMD, Rhiti Group said, “We are happy to be associated with Dream11 and look forward to an extended partnership with them. The future is really bright for fantasy sports platforms like Dream11 as it is catching up massively with the Indian youth and creating a new era in the sports industry all together.”
As for Snickers, taking forward its ‘You Are Not You When You’re Hungry’ proposition, the chocolate bar’s association with Dhoni kickstarts with a new TVC that presents him as a “drama king”.
Conceptualized by creative agency RK Swamy BBDO, the TVC captures a humorous locker room conversation between Captain Cool, dressed as a warrior and his team.
Talking about the association, Yogesh Tewari, marketing director, Mars Wrigley Confectionery, said: “We are honored to have MS Dhoni join the Snickers family. The brand is loved across the world for its cool quotient and there is no one who personifies this better than our very own Captain Cool. Ever since its launch in the Indian market, Snickers has successfully built upon the philosophy of how you’re not you when you are hungry. With the association of MS Dhoni, we are beginning the next chapter of our journey in India and strengthening our relevance amongst Indian consumers.”
The TVC begins aired nationwide starting Monday and will be supported by an extensive 360-degree marketing approach including digital, in-store and OOH.
TVC Details:
TVC Duration: 30 seconds
Creative Agency: RK Swamy BBDO
Team credits
Creative: Navneet Virk, Madhu Ravi, Jacob Kurian,
Account management: Vijay Gopal, Ashish V Deodhar ,Ramya Murthy,Mohan
Planning: Ashish V Deodhar, Sagarika Gupta
Production House: Keroscene Films
Director:Rajesh Saathi
Producer: Simran Bedi
