ICC Cricket World Cup final 2011 – Srilanka wins the toss at the Wankhede Stadium and posts a score of 274 for 6 in 50 overs. India was at 115/3 at the end of the 22nd over when skipper Mahendra Singh Dhoni pushed himself up the ladder. He joined Gautam Gambhir on the crease, who was not out at 54. India needed 160 runs from 28 overs to lift the ICC Cricket World Cup once again. Did India lift the cup?
India did lift the world cup in the 48.2 overs with Dhoni hitting a massive six. He played a captain’s knock along with Gambhir. Thereafter Captain Cool was better known as ‘killer finisher’. Search on YouTube and you will find multiple videos floating on how this man single handedly tackles pressure and can win you matches from nowhere.
It would be safe to claim that Dhoni is the world’s greatest finisher. (thoughts from an Indian cricket lover)
Over the years, Dhoni has not only been the most successful Indian cricket captain but has also been the darling of cricket fans across geography, gender and age groups. Dhoni’s personality traits of skill, commitment and stability has also found relevance with Exide Life Insurance. The life insurer announced Dhoni as its brand ambassador featuring him in its latest marketing campaign – “Lamba saath, bharose ki baat.” (Long term relationships build trust).
Speaking more on the brand association, the company said that Dhoni is the perfect brand ambassador as he embodies the values of Exide life Insurance. “He is Dependable, Dynamic, Responsive and Foresighted. Exide Life Insurance is a progressive brand. Bringing on MSD as a brand ambassador is another step towards creating the desired awareness, and building brand consideration and preference.”
The primary objective of this association as well as the campaign is to make Exide Life Insurance a brand relevant to customers as their preferred choice when it comes to Life Insurance. The new tagline “Lamba saath, bharose ki baat” identifies brand purpose and connects with its belief system. “We believe this will differentiate us in the market place. With Dhoni as our Brand ambassador, we will get the edge that our brand needs,” said the company.
#DhoniKaSaath – Exide Life Insurance
To begin with Exide Life launched a minute long video fetching more than a million views on YouTube. It focuses on small healthy relationships such as with your neighbor or family doctor that are so important to have when it comes to our family. “We invest our time to sustain and keep these relationships healthy because we know they will come in handy when we need them the most. Similarly in life insurance also you need to stay invested for the long run with a Life Insurer your trust. ”
The video ends with a core message – “Life ho ya insurance, Lamba saath bharose ki baat” (Whether in life or in insurance, long term relationships build trust).
The campaign has been extended on digital. A week long activity ensured buzz about the new brand association with Dhoni and the TVC release. The teaser campaign began with engaging posts on the brand’s social channels giving hints to guess the person. A new post was shared every day, each post narrowing down the clues to the new brand ambassador. Contests and activities were hosted on the same lines.
From science to sports, who is India's most respected icon? Answer and win. Stay tuned for more. pic.twitter.com/lxgp1mUoxA
— Exide Life Insurance (@ExideLife) June 14, 2016
This icon has been a phenomenon since the time this person has started playing. pic.twitter.com/pHQNYKSzp6
— Exide Life Insurance (@ExideLife) June 17, 2016
Subsequently, the brand started non-branded Dhoni Ka Saath Twitter and Facebook pages to talk about Dhoni’s association with a new brand, but without revealing that it was Exide Life.
— Dhoni Ka Saath (@dhonikasaath) June 15, 2016
A Dhoni Ka Saath microsite was created along with a prequel video asking, ‘What is Captain Cool hinting at?’ Special TVC previews were given to the people who registered to answer. Eventually, the message picked up and people started growing eager to find out what was Dhoni up to, which led to the hashtag #DhoniKaSaath trending on Twitter a day before the final reveal as people went on a guessing spree.
Post the TVC launch, the brand asked fans to share with whom they have “Lamba saath, bharose ki baat” and why using #DhoniKaSaath. Best tweets won goodies.
— Exide Life Insurance (@ExideLife) June 23, 2016
— Exide Life Insurance (@ExideLife) June 23, 2016
The ongoing marketing campaign also timed well with Dhoni’s birthday and the brand made sure to mint it.
— Exide Life Insurance (@ExideLife) July 6, 2016
— Exide Life Insurance (@ExideLife) July 7, 2016
— Exide Life Insurance (@ExideLife) July 14, 2016
Twitter First View and YouTube Masthead were used aggressively to promote the hashtag and video.
Exide Life Insurance bets on Dhoni’s trust factor
According to Forbes 2015, Dhoni holds the 23rd position when it comes to the world’s highest paid athletes. The 35-year-old captain has more than $27 million worth of endorsements tying up from colas to snacks and sportswear targeting the youth. This is, however, his first endorsement in the insurance category. Joining hands with Exide Life Insurance for an undisclosed amount, the cricketer brings on traits like trust, stability and long term relationships. “Long term relationships build trust and I have always planned for the long term in all aspects of my life. Exide Life Insurance is a brand that resonates well with me and I look forward to working with them very closely,” said Dhoni.
Life Insurance is a long term process and it is all about relationships. The brand has roped in the right fit as its face: Dhoni not only is the most popular captain but is also the most dependable. A perfect recipe for the life insurer to build on the cricketer’s reputation for creating a desired brand awareness across geographies and age groups.
Exide Life Insurance has nicely extended the campaign on digital while building curiosity and engagement. Pre-buzz activities and associating with the cricketer’s birthday have only helped amplify the buzz and build awareness for the campaign.