Mastercard signs MS Dhoni: Mahendra Singh Dhoni has signs with Mastercard in yet another endorsement deal.
Former captain and current wicket-keeper batsman Mahendra Singh Dhoni might have resigned from captaincy of the Indian team last year, but that hasn’t had any affect on his brand value. Having signed a sumptuous deal with German company WardWiz earlier this month, Dhoni has finalized on another endorsement agreement.
Mastercard, an American multinational financial services corporation headquartered in New York, has made Dhoni its brand ambassador. The 37-year old cricketer will join Bollywood actor Irrfan as Mastercard’s brand ambassador.
“We have signed Dhoni for one year with an option to renew for subsequent years. He (Dhoni) has all the attributes that we were looking for. He comes from a small town, has a lot of credibility, and a clean image. He is an inspiration to many and there is nothing negative about him”, Porush Singh , Division President, Mastercard, South Asia, was quoted as saying to Economic Times.
However, the financial details of the deal haven’t been made public by the company.
According to a report in Economic Times, Mastercard will soon launch a 360-degree marketing campaign featuring Dhoni, which will target consumers as well as merchants across tier II and III cities via traditional media including television, radio, print and out-of-home. For metros, the thrust will be on digital targeting of the customers.
This deal between Dhoni and Mastercard has received a lot of approbation on social media platform Twitter where users have readily accepted Dhoni as a brand ambassador of a brand which aims at developing cashless transactions in India. Considering this as a progressive deal, users have expressed their views in the following manner:
MS Dhoni joins hands with Mastercard to build a cash-less India. https://t.co/dZ54mMLWi2
— Rhiti Sports (@RhitiSports) September 20, 2018
He comes from a small town, has a lot of credibility. He is an inspiration to many – this and more reasons why we believe @msdhoni can drive cash-to-digital in India. #DhoniWithMastercard https://t.co/9nLqO6v33b
— Mastercard India (@mastercardindia) September 20, 2018
— Salem (@AgonyToEctasy) September 20, 2018
— Pooja (@MeThePooh) September 20, 2018
— The Wood Story (@Woodveneers_) September 20, 2018
— Gaurav (@Gaurav_G_) September 20, 2018
#DhoniWithMastercard Mahendra Singh Dhoni, Mastercard has found another partner, in addition to Irrfan Khan who reflects the drive we share for a Less-Cash India.
— Manisha kumari shaw (@manishashaw007) September 20, 2018
Seems Mahendra Singh Dhoni and MasterCard together will make digital India, show your support for this initiative #DhoniWithMastercard
— Mahasin (@imahasin1) September 20, 2018
Great news : Mastercard to create awareness around Digital Payments in tier 2 and 3 cities, and hence build a truly inclusive Digital INDIA & who will better choice than Legend MS DHONI #DhoniWithMastercard will help spread the message effectively. @mastercardindia @msdhoni pic.twitter.com/F87WIJUMKs
— अभिनय सिंह 🇮🇳 (@abhisatna) September 20, 2018
To get more visibility and attention in the MasterCard’s agenda to run digital payments. Master Card to an MS Dhoni looks for to promising. No better way for better promote and motivate Digital Payments in India #DhoniWithMastercard @mastercardindia @msdhoni
— Alia Bhatt (@AIia_Bhatt) September 20, 2018
As part of the new partnership, Mastercard will leverage Dhoni’s mass following to promote its cash-to-digital campaign to drive debit card usage in Tier II and Tier III cities #DhoniWithMastercard
— Disha Rathor (@Deshbhakt_disha) September 20, 2018