Viacom18 ropes in MS Dhoni as brand ambassador

MSD will also be seen in JioCinema's forthcoming Tata IPL campaign.

The Indian media conglomerate, Viacom18 has announced the former Indian captain, Mahendra Singh Dhoni as its new brand ambassador.

In this collaboration, MSD will team up with Viacom18 to enhance the company’s vision of making digital a primary destination for enthusiasts to enjoy their favourite sport. In addition, the Chennai Super Kings (CSK) skipper will be featured in Viacom18’s multiple initiatives featured on JioCinema, Sports18 and his social media handles. The 41-year-old will also be seen in JioCinema’s forthcoming Tata Indian Premier League (IPL) campaign.

Commenting on this development, MSD said, “I truly believe that watching sports is best enjoyed when you can catch your favourite action on-the-go or from the comfort of your own home but with interactivity, choice and personalisation, something that only a digital platform can offer.

“JioCinema is taking the proposition to a whole new level by engaging with fans in ways one could never think of. I can’t wait to be part of this paradigm shift and what is the future of sports viewing.”

Viacom18 – Sports CEO Anil Jayaraj, said, “MS Dhoni’s leadership and game-changing abilities are well-documented, but his humble and grounded personality resonates with the digital natives, who value authenticity and transparency. Dhoni has set unparalleled benchmarks and evolved rapidly, which aligns with our vision and proposition on how sports viewing is best experienced on digital.”

MS Dhoni’s Manager (Midas Deals), Swaminathan Sankar, said, “The peaks MS Dhoni continues to scale come through his innate ability to adapt and innovate, and that makes him a perfect fit for Viacom18’s ground-breaking digital-first offerings. Dhoni’s pan-India appeal will fortify the network’s ambition to reach out to every possible cricket fan and sports viewer.”

The forthcoming season of the IPL will kick-start with CSK taking on the defending champions, Gujarat Titans (GT), at the Narendra Modi Stadium in Ahmedabad on March 31, 2023.

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