Dhoni & Sakshi team up for Garnier Black Naturals in new trust building campaign

Garnier Black Naturals has launched its campaign featuring MS Dhoni, the cricketing icon, and his wife Sakshi Singh Dhoni, standing on the virtues of trust and honesty concerning hair care. The campaign portrays Garnier Black Naturals as the go-to solution for natural hair color and therefore trust, a virtue that has been ingrained in both the Dhonis' personal and professional lives.

The TVC begins with Dhoni bantering Sakshi about her choice of hair color, and Sakshi, with great confidence, picks Garnier Black Naturals. The end of the ad features Dhoni giving his trademark T-gesture that highlights the trust he built in his iconic career on and off the cricket field, now extended to include his endorsement of the brand.

MS Dhoni, speaking on the association expressed happiness, "Garnier has been a very trusted hair color brand for people over the years. Together, Sakshi and I are excited to be a part of the Garnier Black Naturals campaign. This is a kindred moment for us to share screen space and our secret for looking natural on-screen with everyone."

Garnier India GM Ajay Simha stressed on the very strategic association added that the Dhonis come across as the best representatives of trust and authenticity. "There cannot be a better pair than MS and Sakshi Dhoni, who, with their chemistry and credibility, will endorse Garnier Black Naturals. This association reaffirms our beliefs in providing a reliable effective hair care solution to consumers."

The campaign has been live since the last week of February; across traditional, digital, and out of home media, with promises of addressing Garnier's vast consumer base and furthering its already established position as a trusted leader in hair color solutions. 

Let’s have a look into the benefits of brand ambassador advertising:

Better visibility of brand:

Brand ambassadors may expand the brand reach to their loyal followers and fans. This support from them would automatically draw a lot of eyeballs and word of mouth, hence increasing visibility on many platforms.

Credibility and trustfulness:

Whenever any well-recognized and respected individual gives credence to any brand, then it lends credibility and authenticity to the brand. As a rule of thumb, people would use the recommended brand over and above any other brand that is suggested by a reputed figure whom they respect.

Emotional connection and brand loyalty:

The brand ambassador identifies with the audience, and the audience can align with the brand. This emotional engagement is more than likely to be transformed into increasing brand loyalty.

Increased creativity and content development:

Ambassadors tend to contribute creatively toward bringing newer ideas and innovative ways to perform advertising campaigns. A lot of these different angles lead to interesting and unique content.

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