Exide Life Insurance today announced Mahendra Singh Dhoni as its brand ambassador. Dhoni, who represents the aspirations of millions, has a strong mass appeal and followership compared to any other sporting icon in India.
Dhoni is the perfect brand ambassador for Exide life Insurance as he embodies the values of Exide life Insurance. He is Dependable, Dynamic, Responsive and Foresighted.
Dhoni represents a "unique blend of skill, commitment and stability which are all personality traits that are relevant to the life insurance category" said Mohit Goel, Director-Marketing, Exide Life Insurance.
"As a life insurance company, we believe that long term relationships build trust, and Mahendra Singh Dhoni is a perfect embodiment of that belief. Dhoni has appeal that cuts across geography, gender and age groups. He is one of India's most celebrated cricketers, and the most successful captain of the Indian team and we are extremely excited to be associated with him."
Starting June 22, Dhoni will feature in the Exide Life Insurance marketing campaign "Lamba saath, bharose Ki baat." (Long term relationships build trust).
Speaking about his partnership with Exide Life Insurance, Dhoni said, "This is my first endorsement deal in the insurance category. I am pleased to be associated with Exide Life Insurance, a company that helps Indians prepare financially for their long and happy life. Long term relationships build trust and I have always planned for the long term in all aspects of my life. Exide Life Insurance is a brand that resonates well with me and I look forward to working with them very closely."
Adding to this, Arun Pandey, Chairman, Rhiti Sports Management (the company which manages all endorsement deals of M S Dhoni) said, "Life Insurance is one category which is more than just a monetary safety net for those left behind. It is one of the most important long term investments that an individual makes. Hence, brands in this category have to be extremely conscious when it comes to associating with celebrities. In the case of Exide Life Insurance, the brand's clear vision and promise is well-aligned with the brand attributes of M S Dhoni which makes this association very strong. I am glad we took our time to find the right brand partner for Dhoni in the life insurance category; and am sure this will go a long way.
