Garnier Black Naturals has announced an exciting collaboration with Indian cricket legend Mahendra Singh Dhoni and his wife, Sakshi Singh Dhoni, for its latest campaign. Conceptualized and executed by Publicis Groupe (BBH India), the campaign aims to reinforce trust in hair colour through the power couple’s endorsement.
Dhoni & Sakshi Bring Their Charm to Garnier Black Naturals TVC
The television commercial (TVC) showcases MS Dhoni playfully engaging with Sakshi about her hair colour choice. Sakshi confidently endorses Garnier Black Naturals, reinforcing the brand’s credibility. The ad concludes with Dhoni’s signature T-gesture, symbolizing trust—an attribute he is well known for in his cricketing career.
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Dhoni Speaks on the Collaboration
Expressing his excitement, Mahendra Singh Dhoni shared, “Garnier has been a trusted brand for hair color 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 color 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.”
A 360-Degree Campaign for Maximum Reach
Launched at the end of February, this campaign is live across multiple platforms, including traditional media, digital channels, and Out-of-Home advertising. Garnier is leveraging its widespread reach to strengthen consumer trust in its brand.
Garnier’s Perspective on the Association
Ajay Simha, General Manager of Garnier, emphasized the synergy between the Dhonis and the brand, stating, “Garnier Black Naturals is India’s most trusted hair color 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.”
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Creative Execution by Publicis Groupe (BBH India)
Parikshit Bhattacharya, Chief Creative Officer at Publicis Groupe (BBH India), highlighted the campaign’s creative direction, stating, “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, consisting of memes, teasers, a digital video, a broadcast spot, and more, 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.”
Final Thoughts
With MS Dhoni and Sakshi Singh Dhoni leading the campaign, Garnier Black Naturals aims to connect with consumers on a deeper level, emphasizing trust, authenticity, and the effectiveness of their hair colour. The campaign not only strengthens Garnier’s positioning in the market but also sets the tone for future endorsements featuring celebrity couples.
