Garnier Black Naturals has announced a new campaign featuring former Indian cricket captain Mahendra Singh Dhoni and his wife, Sakshi Singh Dhoni. The campaign aims to reinforce trust in hair colour products, aligning with Garnier’s position as a widely recognised brand in India. The advertisement features the couple in a lighthearted exchange, highlighting Garnier Black Naturals’ range of five shades as their preferred choice for natural-looking hair colour. The campaign also incorporates a nod to Dhoni’s well-known “Dhoni Review System” (DRS), using the “T” gesture as a symbol of trust in hair colouring.
“Garnier has been a trusted brand for hair colour 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 colour with everyone. This campaign allows us to appear onscreen together after a long time, and we hope that our fans will enjoy it as much as we did filming it,” Mahendra Singh Dhoni said.
With this partnership, Garnier Black Naturals seeks to strengthen its connection with Indian consumers by leveraging Dhoni’s reputation for reliability and Sakshi’s influence. The collaboration highlights the growing intersection of sports and personal care endorsements, emphasising authenticity and consumer trust. The ad will run across multiple platforms as Garnier aims to expand its reach in the Indian hair care market.
“Garnier Black Naturals is India’s most trusted hair colour 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. 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!” Ajay Simha, general manager, Garnier, said.