MUMBAI: Rigi, a platform that caters to creators, has launched their new awareness campaign starring MS Dhoni.
The campaign, written and creatively directed by Vishal Dayama and Tanmay Bhatt, produced and directed by The Rabbit Hole, spans across four films and centres on Dhoni’s ambition to learn about content creation from creators like Bhatt, Kusha Kapila, Sharan Hegde, and Gaurav Taneja. Along with its humorous tones, the campaign incorporates a call-to-action, urging viewers to download the Rigi app for one-on-one paid sessions with the creators themselves.
The Rigi campaign features MS Dhoni as the brand ambassador, showcasing his transition from cricket to becoming a creator in an attempt to display his expertise in many fields and pass on his years of experience through content creation.
Dhoni seeks advice from creators on how to become a successful YouTuber, educate about edtech/fintech, vlogger, and Insta creator respectively. In each video, the content creators recommend Dhoni to join them in a one-on-one paid session on the Rigi app. The campaign highlights the importance of seeking guidance from experts in different fields of content creation and stepping out of one’s comfort zone to explore new avenues.
Dhoni channels his inner mischief as he suggests slapping copyrights on the Dhoni memes that Bhatt reacts to.
Speaking about the campaign, Saptarshi Ray, who handles creative marketing at Rigi, commented, “We are thrilled to launch this campaign with MS Dhoni on board to showcase the potential of our platform. Our goal has always been to empower creators with the tools they need to connect with their audiences and monetize their content, and this campaign highlights that perfectly. With great partners in Vishal, Tanmay & The Rabbit Hole, we look forward to seeing the impact this campaign will have on our community.”
Rishabh Khatter, Business head of The Rabbit Hole (Zoo Media Network), said, “At The Rabbit Hole, we take the opportunities to elevate a campaign very seriously and with so many great stakeholders and pieces of the puzzle coming together, things just fit right. With Rigi championing the share of voice in the creator and community building space we have faith that this partnership will triumph.”
The campaign is directed by The Rabbit Hole’s Dipro Ghosal and produced by Apurva Gabhe, Kalpesh Dubey, Bhumit Shah and the account is managed by Pooja Dua.
