Viacom18 has roped in former India men’s senior national cricket team captain MS Dhoni as a brand ambassador. By bringing Dhoni on board, the company hopes to amplify its vision of “making live sports viewing synonymous with digital”.
As brand ambassador, Dhoni will work with Viacom18 to promote it as the destination for people to catch their favourite sports events. He will also headline multiple advertisements for JioCinema’s upcoming TATA Indian Premier League campaigns.
Also read: Mahendra Singh Dhoni’s Brand Endorsements | Investments | Sponsorships
Anil Jayaraj, CEO, Viacom18 – Sports, commented:
“MS Dhoni’s leadership and game-changing abilities are well-documented, but his humble and grounded personality resonates with the digital natives, who value authenticity and transparency. Dhoni has set unparalleled benchmarks and evolved rapidly, which aligns with our vision and proposition on how sports viewing is best experienced on digital.“
MS Dhoni said:
“I truly believe that watching sports is best enjoyed when you can catch your favourite action on-the-go or from the comfort of your own home but with interactivity, choice and personalisation, something that only a digital platform can offer. JioCinema is taking the proposition to a whole new level by engaging with fans in ways one could never think of. I can’t wait to be part of this paradigm shift and what is the future of sports viewing.“
Swaminathan Sankar, Manager of MS Dhoni, added:
“The peaks MS Dhoni continues to scale come through his innate ability to adapt and innovate, and that makes him a perfect fit for Viacom18’s ground-breaking digital-first offerings. Dhoni’s pan-India appeal will fortify the network’s ambition to reach out to every possible cricket fan and sports viewer.“