Exide Life Insurance signs on Dhoni as its Brand Ambassador
Bangalore :Exide Life Insurance, today announced Mahendra Singh Dhoni (“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
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
represents a unique blend of skill, commitment and stability which are
all personality traits that are relevant to the life
insurance category” stated, 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 22nd June 2016, 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, Mahendra Singh 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 MS 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 MS 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.”