Another July 7 rolls around, and it’s not just the cricket world that’s buzzing, India is celebrating the birthday of a man who redefined calm under pressure, both on the pitch and off it. Bollywood, brands, and just about every Indian household has a soft spot for MS Dhoni aka ‘Thala’. Whether it’s that helicopter shot, his ice-cold stare under pressure, or the quiet wisdom in his post-match interviews, Dhoni isn’t just a cricketer. He’s a cultural icon for many!
From smashing 148 runs against Pakistan in only his fifth ODI to calmly sealing India’s 2011 World Cup win with that unforgettable six, the ‘Captain Cool’ has given us moments that are stitched into the very fabric of Indian sports history. But beyond the pitch, he’s been just as composed, just as reliable, and just as adored.
It’s that same cool-headedness, authenticity, and charm that made him a marketer’s dream. Over the years, Dhoni hasn’t just represented Team India. He’s also been the face of some of the country’s biggest brands. And like his captaincy, his brand endorsements have always been grounded in dependability, impact, and an effortless kind of swag.
Let’s take a look at how ‘Captain Cool’ turned every endorsement into a masterstroke:
EMotorad:
EMotorad, the Pune-based electric bicycle startup, gave the internet a delightful surprise by featuring MS Dhoni singing ‘Bole Jo Koyal’ in one of its brand campaigns. In a playful and unexpected twist, the legendary cricketer, now the brand’s ambassador, swapped his cricket gear for a mic and a Doodle V3 e-bike, charming audiences with his unfiltered flair.
Dhoni, who also invested an undisclosed amount in EMotorad in April 2022, brought more than just celebrity appeal to the table. His involvement signaled a strong belief in the brand’s vision of redefining urban mobility through innovation, making the campaign both entertaining and meaningful.
State Bank of India:
In October 2023, MS Dhoni was officially announced as the brand ambassador for the State Bank of India (SBI), a partnership that brought together two of the nation’s most trusted names. Known for his calm reliability and leadership, Dhoni perfectly embodies the values of dependability, integrity, and commitment that SBI has upheld for generations.
The collaboration saw Dhoni fronting a series of impactful campaigns that highlighted SBI’s customer-first philosophy, robust digital banking solutions, and enduring legacy. Launched during the ICC Men’s Cricket World Cup 2023, the timing of the partnership amplified its reach, tapping into nationwide cricket fervor and reinforcing SBI’s place in the hearts of millions, just like its newest brand ambassador.
Kinley:
MS Dhoni’s association with Kinley, Coca-Cola’s packaged drinking water brand, reinforced the importance of staying hydrated with safe and pure water. Known for his disciplined fitness regime and active lifestyle, Dhoni was a natural fit for Kinley’s core values of trust and purity.
In the campaign, he highlighted the significance of clean drinking water in maintaining good health, especially for athletes and fitness enthusiasts. With his strong credibility and influence across all age groups, Dhoni’s collaboration with Kinley strengthened the brand’s connection with consumers seeking reliable hydration solutions.
ITC:
In 2022, MS Dhoni collaborated with ITC’s Sunfeast YiPPee! noodles, starring in a television commercial that spotlighted the brand’s unique non-sticky noodle formulation. The ad featured Dhoni sharing a light-hearted moment with children as they enjoyed bowls of YiPPee! noodles together, highlighting the product’s wide appeal across age groups.
This partnership reinforced Dhoni’s enduring popularity and his relatable persona, strengthening Sunfeast YiPPee!’s positioning in the competitive instant noodles market by blending trust, taste, and togetherness.
Oreo:
In 2022, Oreo, the globally loved cookie brand, partnered with MS Dhoni for a special campaign that brought a playful and nostalgic twist to its branding. Dhoni’s involvement added emotional depth and excitement, making the campaign one of the most talked-about in the snacking category that year.
Blending the nation’s cricket fever with Oreo’s lighthearted messaging, the collaboration resonated with both sports fans and cookie lovers alike, capturing hearts and sparking conversations across generations.
Mastercard:
Mastercard Inc., a global financial services corporation headquartered in New York City, operates as a cooperative owned by over 25,000 financial institutions that issue its branded debit, credit, and prepaid cards. In 2018, the company appointed MS Dhoni as its brand ambassador for India.
As part of this collaboration, Mastercard launched a nationwide initiative titled “Team Cashless India” with Dhoni playing a central role. The campaign was designed to promote the adoption of digital payments across the country, particularly among small merchants and local businesses. Leveraging Dhoni’s widespread credibility and pan-India appeal, the initiative encouraged traditionally cash-reliant shopkeepers and service providers to transition toward a cashless economy, highlighting both convenience and security in digital transactions.
Snickers:
In 2018, Mars International India Pvt Ltd, the local subsidiary of global chocolate giant Mars Inc, announced the signing of MS Dhoni as the brand ambassador for Snickers. The collaboration aligned seamlessly with Snickers’ iconic tagline, “You’re not you when you’re hungry” (adapted in Hindi as “Hunger ache achhon ko badal deta hai”).
In one of the brand’s humorous ad campaigns, Dhoni appeared in a medieval war costume, rallying his teammates to take a dramatic pledge to crush the opposition. When one cricketer pointed out that it was just a “friendly match,” Dhoni, in exaggerated fury, demanded revenge. The ad cleverly delivered its punchline: “Even Captain Cool loses his cool when hungry.” The campaign struck a chord with audiences, blending Dhoni’s calm persona with Snickers’ signature humor.
Orient:
MS Dhoni’s partnership with Orient Electric was crafted to spotlight the brand’s range of smart, energy-efficient home appliances, including fans, lighting, and advanced air-cooling solutions. Known for his calm demeanor and sharp decision-making, Dhoni was a natural fit for a brand that represents innovation, efficiency, and dependability. The campaign resonated strongly with both homeowners and businesses seeking reliable, high-performance electrical solutions. Dhoni’s persona reinforced Orient’s promise of cool comfort and smart living.
Netmeds:
Netmeds, an online pharmacy and a subsidiary of Dadha & Company, one of India’s most trusted pharmaceutical names with over a century of experience, offered a vast inventory of more than 35,000 prescription drug SKUs and 5,000 over-the-counter (OTC) products.
In 2018, MS Dhoni was signed on as the brand ambassador for Netmeds. Through multiple campaigns and advertisements, Dhoni advocated for the convenience and affordability of buying medicines online. Commenting on the partnership, he noted that Netmeds was playing a vital role in making essential medicines more accessible and affordable across India, a mission he proudly supported.
Dream11:
Dream11 appointed MS Dhoni as its brand ambassador, featuring him in several multichannel marketing campaigns and brand engagement initiatives. The partnership aimed to boost Dream11’s leadership position in the online sports gaming market by leveraging Dhoni’s credibility and mass appeal.
Reflecting on his association with the platform, Dhoni shared that he was delighted to be part of a brand that empowered millions of sports fans to become decision-makers, allowing them to build their own teams and experience the game more intimately. He noted that Dream11 captured the essence of strategy, selection, and understanding playing conditions, all elements that mirror real-world cricketing decisions.
PepsiCo
In 2005, Dhoni was roped in by PepsiCo to endorse Pepsi. Over a decade-long association, “Oh Yes Abhi” and “Change The Game” became some of the biggest campaigns featuring Dhoni. However, after 11 years with the company, Dhoni was let go when PepsiCo appointed Virat Kohli as its new face in 2016.
Lay’s:
MS Dhoni teamed up with Lay’s, one of the world’s most beloved snack brands, to bring an extra layer of crunch to the cricketing fever. In a lighthearted and engaging campaign, Dhoni appeared in a fun new avatar, celebrating the irresistible joy of snacking during high-stakes match moments. The collaboration struck a nostalgic chord, reminding fans of the timeless ritual of watching cricket with friends and family, always with a pack of Lay’s within reach.
With Dhoni’s effortless charm and unmatched connection to cricket lovers, the campaign reinforced Lay’s as the ultimate companion for every game. Blending humor, passion, and Dhoni’s legendary presence, Lay’s turned every bite into a celebration of India’s favorite sport.
Sonata:
Back in 2006, MS Dhoni was not only the rising star of Indian cricket but also a favorite among brands. Riding high as the No. 1-ranked batter in the ICC ODI Rankings, Dhoni quickly became the face of a new cricketing era- charismatic, fearless, and relatable. Recognizing his mass appeal early on, Sonata, the watch brand from Titan, swiftly signed him as a brand ambassador. It was one of the first companies to associate with India’s then-hottest sporting icon.
Cello:
During the early 2010s, MS Dhoni appeared in multiple television commercials for Cello, one of India’s leading stationery brands. However, by 2012, the association came to an end. Cello became one of five brands to part ways with the cricketer. While some companies cited budget constraints, others felt that Dhoni’s meteoric rise in popularity began to outshine their brand identity. As a result, brands like Dainik Bhaskar and Cello opted to discontinue their endorsement deals with him.
Siyaram’s:
In 2006, Siyaram’s ventured into the men’s garments segment, expanding its portfolio to include everything from formal office wear to relaxed Sunday casuals. As part of its ₹160-crore expansion project, the company signed MS Dhoni as its brand ambassador. At the time, Dhoni was a youth icon and rising cricket star. His fresh, dynamic image aligned perfectly with Siyaram’s goal of connecting with a younger, style-conscious audience.
JioMart:
MS Dhoni joined hands with JioMart, Reliance’s e-commerce platform, to champion the ease and affordability of online grocery shopping for Indian consumers. The partnership reflects a shared vision of delivering quality essentials at competitive prices and making everyday shopping more accessible across the country.
Featured in a series of relatable and engaging ad campaigns, Dhoni highlights JioMart’s convenience, wide product selection, and dependable doorstep delivery. With his trustworthy and down-to-earth image, Dhoni reinforces the brand’s promise of value and efficiency, inspiring households to make the smart switch to digital grocery shopping.
Reebok:
MS Dhoni teamed up with Reebok India, marking a notable collaboration between the global sportswear brand and one of India’s most iconic athletes. Renowned for his disciplined fitness routine and dedication to peak performance, Dhoni embodied Reebok’s philosophy of pushing limits and living an active lifestyle.
The partnership spotlighted Reebok’s commitment to high-performance sportswear, fitness apparel, and footwear designed for athletes and everyday fitness enthusiasts. Dhoni’s association added authenticity and inspiration, reinforcing the brand’s positioning in the Indian market.
