MS Dhoni’s association with Exide Life Insurance
On 21st June 2016, Exide Life Insurance announced the ace cricketer MS Dhoni as its brand ambassador to advocate its brand promise of ‘Lamba Saath, Bharose ki baat’ (Long term relationships build trust). Mahendra Singh Dhoni is a perfect match as brand ambassador of Exide Life Insurance as he embodies all the four values of Exide Life Insurance – Dependable, Dynamic, Responsive and Foresighted. He has mass appeal across regions and exhibits a unique blend of skill, commitment and stability which is very essential for life insurance category.
This has been the first ever endorsement by MS Dhoni in the insurance sector. MS Dhoni mentioned that Exide Life Insurance as a brand resonates very well with him. He believes that long term relationships build trust and he always plans for long term in all aspects of his life.
Mohit Goel, Director - Marketing at Exide Life Insurance stated that Dhoni represents a unique blend of skill, commitment and stability which are all personality traits that are relevant to the life insurance category. As a life insurance company, we believe that long term relationships build trust, and MS Dhoni is a perfect embodiment of that belief.
As per Rhiti Sports Management's chairman Arun Pandey, 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 MS Dhoni which makes this association very strong.