MS Dhoni features in new Kinley advertisement

Simple Studios conceptualised the campaign with the goal of aligning Kinley's brand attribute of 'trust' with Dhoni's trustworthy personality.

Kinley, a packaged drinking water brand owned by Coca-Cola India, has launched a new campaign starring the former Indian skipper, Mahendra Singh Dhoni called ‘Boond Boond Mein Vishwas‘. The campaign’s goal is to instil trust in its audience.

Simple Studios conceptualised the campaign with the goal of aligning Kinley’s brand attribute of ‘trust‘ with Dhoni’s trustworthy personality.

The film depicted how people in Dhoni’s life trusted him at every step of his journey to success, as well as how the Indian cricket fans continue to trust him, conveying the message that ‘a little trust goes a long way‘. It’s also Kinley’s first TV commercial in nearly a year.

Commenting on the new campaign Karthik Subramanian, Director, Marketing, Hydration Coffee and Tea Category, Coca-Cola India and Southwest Asia said, “Trust has and will remain an everlasting human value. Kinley seeks to emphasize the beauty and power of this emotion and how it is central to the progress we all make in our own life. Place your trust in someone and watch them soar to new heights. This value has been the foundation of the Kinley brand for over two decades through our product and actions, and this piece of communication reiterates the commitment of Kinley and The Coca-Cola Company to upholding this value.”

The Chennai Super Kings skipper said, “Kinley is a brand symbolic of trust. For decades, it has refreshed its consumers with the most trusted water in India. I am honoured to be a part of the brand’s new campaign, which I hope will strike a chord with the audiences and touch their hearts for its purity and integrity.”

Sainath Sarban, Partner – Simple Studios said, “We knew we had to find a POV that would seamlessly align Kinley’s brand attribute of ‘Trust’ with M.S. Dhoni’s trustworthy personality. We chose a humble and honest approach with M.S. Dhoni acknowledging that he is indeed a product of constant trust’. We worked towards translating this thought into an inspiring cinematic creative piece and feel we have succeeded in finding the perfect balance between Kinley- the brand and MS Dhoni-the celebrity.”

Kinley remains committed to providing its customers with the highest quality of hydration. Before it reaches its consumers, the water undergoes a rigorous and intensive purification process. To meet the most stringent quality standards, this purification process entails ten exhaustive steps.

Recently, Dhoni also appeared in ad campaigns of Turtlemint and Oreo. Moreover, Dhoni has also signed with South India’s most experienced land aggregator, G Square Housing as its brand ambassador. The wicket-keeper batsman was retained by the Chennai-based Indian Premier League (IPL) franchise and will be seen in action in the upcoming edition of the competition.

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