Garnier Black Naturals, one of India’s most trusted hair colour brands, has announced its exciting new partnership with Indian cricket legend Mahendra Singh Dhoni and his wife, Sakshi Singh Dhoni. This collaboration comes as part of a campaign focused on building greater trust in the brand’s hair colours. The campaign features Dhoni and Sakshi as the faces of Garnier Black Naturals, with the aim of strengthening the brand’s connection with consumers and reinforcing its reputation for delivering natural-looking, effective hair colour.

The campaign’s TV commercial (TVC) is a light-hearted, playful interaction between Dhoni and Sakshi, highlighting Garnier Black Naturals as their preferred choice of hair colour. In the TVC, Dhoni asks Sakshi about her choice of hair colour, and she confidently endorses Garnier Black Naturals. The commercial culminates in Dhoni’s iconic T-gesture, which is strongly associated with his cricket career and leadership. This gesture ties his trusted decisions on the cricket field to his endorsement of the trusted hair colour brand, reinforcing the idea of reliability and dependability.

In his statement, Mahendra Singh Dhoni shared his excitement about the campaign and his long-standing association with the brand. “Garnier has been a trusted brand for hair colour for many years,” Dhoni said. “Sakshi and I are excited to be the faces of Garnier Black Naturals and are happy to share our secret for natural-looking hair colour with everyone. This campaign also 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.” Dhoni’s statement reflects the personal connection he and Sakshi feel toward Garnier Black Naturals, making the endorsement even more authentic.

The campaign went live at the end of February and is being rolled out across multiple platforms, including traditional media, digital channels, and Out-of-Home advertising. The 360-degree approach to the campaign ensures that it reaches a wide and diverse audience, allowing Garnier Black Naturals to connect with consumers through a variety of touchpoints. This strategic move is designed to make the brand even more accessible and relatable to potential customers.

Ajay Simha, the General Manager of Garnier, expressed his enthusiasm about the collaboration with Dhoni and Sakshi, highlighting how the partnership aligns with the brand’s core values. “Garnier Black Naturals is India’s most trusted hair colour brand. Over the years, we have grown to become the trusted secret for effective and natural-looking hair,” said Simha. “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. Through this campaign, we’re creating new ways for consumers to connect with our brand and embrace the trust and authenticity that both Dhoni and Sakshi, as well as Garnier, stand for!”

Simha’s words underscore the deep connection between the Dhonis and the brand. Dhoni, known for his leadership and trustworthiness on the cricket field, and Sakshi, his constant support off the field, make the ideal pair to represent a brand that prides itself on being trusted by millions of consumers. Their combined star power and credibility only enhance the strength of the campaign, as it underscores the importance of trust in both personal relationships and brand choices.

Publicis Groupe (BBH India) played a key role in bringing the campaign to life, with Parikshit Bhattacharya, the Chief Creative Officer, praising the unique chemistry between Dhoni and Sakshi. “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,” Bhattacharya said. “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.” Bhattacharya’s statement highlights the campaign’s broad reach and its ability to engage with audiences across various media platforms.

The creative elements of the campaign, including the memes, teasers, and digital videos, have already gone viral, especially on social media. The light-hearted nature of the ads, combined with the authenticity of Dhoni and Sakshi’s relationship, has struck a chord with audiences, who are already sharing the content widely. The campaign’s digital strategy plays a significant role in making Garnier Black Naturals more relatable and accessible, creating a buzz around the brand and encouraging new customers to try the product.

For Garnier, this partnership represents a major step in reinforcing its position as the leading hair colour brand in India. The brand has long been trusted by consumers for its natural-looking results and quality products. By associating with Dhoni and Sakshi, two of India’s most beloved and trusted public figures, Garnier is further cementing its reputation as a brand that cares about its customers’ needs and values authenticity in its marketing efforts.

The collaboration with Dhoni and Sakshi also speaks to Garnier’s understanding of the evolving landscape of consumer trust. In today’s world, consumers are increasingly looking for brands they can relate to and trust. The partnership with the Dhonis helps Garnier position itself as a brand that not only provides high-quality products but also stands for values of trust, authenticity, and family. Dhoni, with his calm and steady demeanor, and Sakshi, with her charm and warmth, embody these values, making them the perfect ambassadors for Garnier Black Naturals.

This campaign also marks an important milestone for the brand, as it continues to evolve and innovate in an increasingly competitive market. By focusing on building trust with consumers, Garnier is not just selling a product; it is building a long-term relationship with its audience. The brand understands that hair colour is not just about changing one’s look—it’s about feeling confident and comfortable in one’s own skin. Through this partnership, Garnier Black Naturals is reinforcing the idea that the secret to natural-looking hair colour lies in the trust customers place in the brand.

As the campaign gains momentum, it’s clear that the association with MS Dhoni and Sakshi Singh Dhoni will only strengthen Garnier’s position in the market. With their immense popularity and credibility, they bring a level of trust and familiarity that few other celebrity partnerships can offer. For consumers looking for natural-looking hair colour and a brand they can rely on, Garnier Black Naturals, backed by the Dhonis, is a perfect choice.

In conclusion, Garnier Black Naturals’ collaboration with Mahendra Singh Dhoni and Sakshi Singh Dhoni is a powerful partnership that emphasizes trust, authenticity, and the value of natural-looking results. The campaign, which went live across multiple media platforms in February, is already creating a buzz and resonating with audiences. With its unique blend of celebrity endorsement, engaging content, and commitment to quality, Garnier Black Naturals is well-positioned to continue being the go-to brand for hair colour in India. Through this campaign, Garnier is not just promoting a product—it’s reinforcing a message of trust, reliability, and family values that resonate deeply with its customers.

Author: Kashish Ghosh