Indigo Paints signs MS Dhoni as brand ambassador

One of India’s fastest growing decorative paint manufacturers, Indigo Paints, has signed MS Dhoni as brand ambassador. The company has inked a deal with MSD for the next several years and plans to launch the advertising campaign (including television, print and digital) by August.

Commenting on the new association MS Dhoni said "Very happy to be associated with a young and vibrant brand like Indigo Paints, which is emerging as a challenger to the established players. Reminds me of my early days, and would be glad to help the brand reach great heights." 

Talking about the association, Hemant Jalan, MD, Indigo Paints, said, “Mahendra Singh Dhoni is one of the most respected cricketers globally. He stands for his cool quotient, humility, stability, and maturity. His journey from a small town boy to a global icon is inspiring. Indigo’s journey is also similar to that of MSD. Hence we feel that MSD's persona is an excellent fit for our brand. We are confident that his fan following in every corner of the country will make our brand memorable and create a high recall value.”

He further added, “His appointment has been received with unprecedented enthusiasm within our sales team and the paint dealer community. We are confident of creating clutter-breaking ads using MSD, and getting a similar reaction from  the end-consumers too."

Speaking on the occasion, Arun Pandey, CMD, Rhiti Group, said, “We are proud of the association with Indigo Paints and look forward to an extended partnership with them. The Paints Industry in India will see a lot of agility and growth in the next few years especially with schemes like AMRUT and Housing For All which are likely to drive demand. Indigo Paints, with its wide range of innovative products are well poised to ride this growth wave."

Indigo Paints has been in business since 2000 and is synonymous with innovations in the paint category. The company has emphasised on launching new paint concepts for the consumer and invented paint categories which never existed before like Floor paints, Ceiling paints, PU Enamel, etc. This differentiation has helped Indigo Paints clock a CAGR of over 40% over the last 10 years.