Garnier Black Naturals, a leading hair colour brand, has unveiled a new campaign featuring cricket legend MS Dhoni and his wife, Sakshi Singh Dhoni.
The power couple, known for their strong bond and public trust, represents the brand, emphasizing its commitment to natural-looking hair colour and consumer confidence.
The campaign features a heartwarming television commercial showcasing the Dhonis’ playful interaction and genuine affection. In the ad, Sakshi Dhoni shares her preference for Garnier Black Naturals, citing its natural results and long-lasting quality. The campaign cleverly incorporates a reference to Dhoni’s famous “DRS” (Decision Review System) with a “T” gesture, symbolizing trust in the product.
Commenting on the campaign, Mahendra Singh Dhoni said, “Garnier has been a trusted brand for hair colour for many years. Sakshi and I are excited to be the faces of Garnier Black Naturals and are happy to share our secret for natural-looking hair colour with everyone. This campaign gives us the opportunity to appear onscreen together after a long time, and we hope that our fans will enjoy it as much as we did filming it.”
Ajay Simha, General Manager, Garnier added, “Garnier Black Naturals is India’s most trusted hair colour brand. Through the years, we have grown to become the trusted secret for effective and natural-looking hair.
“We’re beyond excited to team up with MS Dhoni and Sakshi Singh Dhoni for this incredible partnership. We could not have hoped for a more strategic fit than the power couple, who are a benchmark of trust, both on and off the field. With their compelling and unique chemistry, there really is no better choice. Through this campaign, we’re creating new ways for consumers to connect with our brand and embrace the trust and authenticity that both Dhoni and Sakshi, as well as Garnier, stand for!”
Parikshit Bhattacharya, Chief Creative Officer, Publicis Groupe (BBH India) continued, “Garnier Black Naturals is the country’s most trusted hair colour. Who better than the Dhonis to bat for the brand through their unique banter? The campaign consists of memes, teasers, a digital video, a broadcast spot and more, which has already been loved by the internet. We hope this partnership further strengthens the brand’s equity and more couples place their trust in Garnier Black Naturals to keep their secret intact.”.
This strategic alliance leverages the Dhonis’ widespread popularity and credibility to solidify Garnier Black Naturals’ market leadership. The campaign’s focus on authenticity and consumer trust aligns with the brand’s long-standing reputation for quality and natural-looking hair colour.
The campaign will be rolled out across multiple platforms, including television, digital media, and out-of-home advertising, maximizing its reach and engagement with consumers. Garnier Black Naturals aims to deepen its connection with Indian consumers and reinforce its position as the preferred choice for natural-looking hair colour through this high-profile collaboration.