Navi Technologies Ltd which sells financial products like personal loans, home loans, and general insurance etc., has appointed Mahendra Singh Dhoni as its brand ambassador. Dhoni will be the face of the company’s branding initiatives. The association with the former team India captain strengthens the brand’s trustworthiness as it works to fulfill customer goals by providing simple, affordable, and easily accessible financial services across India.
- The company has launched its first digital advertisement with the cricketer on Hotstar. The goal of this campaign is to promote its financial services by dismantling the old and conventional ways of this sector.
- The campaign will initially run-on social media platforms like Facebook, Instagram, and YouTube before moving on to print and out-of-home (OOH) advertising in the second phase.
- Dhoni said: “Today’s India is intelligent, aspirational, and always working toward its goal. It is crucial for billions of Indians to achieve and surpass their life goals, which is why we have teamed up to make this vision a reality. Its mission is to make financial services easily accessible whenever needed.
According to Kroll’s Celebrity Brand Valuation Report 2021, among sports celebrities, Dhoni entered the top five club this year and saw a big spike in his brand value to reach $61.2 million, double his value in 2020 at $36.3 million. Dhoni, who jumped six slots to fifth spot, enjoys a huge following and has brilliantly transitioned himself out of his pure cricketing image.