Exide Life Insurance Signs on Mahendra Singh Dhoni, India’s Most Successful Cricket Captain, as its Brand Ambassador


Bangalore, Karnataka, India
Mahendra Singh Dhoni (“Dhoni”) will feature in a marketing campaign of Exide Life Insurance based on the theme “Lamba saath, bharose ki baat.” (Long term relationships build trust)
The campaign reinforces the fact that one should buy life insurance for the long term

Exide Life Insurance, today announced Mahendra Singh Dhoni(“Dhoni”) as its brand ambassador. Dhoni, who represents the aspirations of millions, has a strong mass appeal and followership compared to any other sporting icon in India.

Dhoni is the perfect brand ambassador for Exide life Insurance as he embodies the values of Exide life Insurance. He is Dependable, Dynamic, Responsive and Foresighted.


“Dhoni represents a unique blend of skill, commitment and stability which are all personality traits that are relevant to the life insurance category” stated, Mohit Goel, Director-Marketing, Exide Life Insurance. “As a life insurance company, we believe that long term relationships build trust, and Mahendra Singh Dhoni is a perfect embodiment of that belief. Dhoni has appeal that cuts across geography, gender and age groups. He is one of India’s most celebrated cricketers, and the most successful captain of the Indian team and we are extremely excited to be associated with him.”

Starting 22nd June 2016, Dhoni will feature in the Exide Life Insurance marketing campaign
“Lamba saath, bharose Ki baat.” (Long term relationships build trust).

View the advertisement in 6 Indian Languages Click Here.


Speaking about his partnership with Exide Life Insurance, Mahendra Singh Dhoni said, “This is my first endorsement deal in the insurance category. I am pleased to be associated with Exide Life Insurance, a company that helps Indians prepare financially for their long and happy life. Long term relationships build trust and I have always planned for the long term in all aspects of my life. Exide Life Insurance is a brand that resonates well with me and I look forward to working with them very closely.”

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Adding to this, Arun Pandey, Chairman, Rhiti Sports Management (the company which manages all endorsement deals of MS Dhoni) said, “Life Insurance is one category which is more than just a monetary safety net for those left behind. It is one of the most important long term investments that an individual makes. Hence, brands in this category have to be extremely conscious when it comes to associating with celebrities. In the case of Exide Life Insurance, the brand’s clear vision and promise is well-aligned with the brand attributes of MS Dhoni which makes this association very strong. I am glad we took our time to find the right brand partner for Dhoni in the life insurance category; and am sure this will go a long way.”

About Exide Life Insurance Company Limited

Exide Life Insurance Company Limited, an established and profitable life insurance company, commenced operations in 2001-02 and is head quartered in Bengaluru. The company is 100% owned by Exide Industries Limited. The company serves over 15 lakh customers and manages assets of over INR 9500 Crores. During the financial year 2015-16, the company achieved total Premium Income of over INR 2000 crores.

Exide Life Insurance distributes its products through multi-channels viz. Agency, Banc assurance, Corporate Agency, Broking and Direct Channels. The company has 50,000 insurance advisors who operate from over 200 company offices across the country. The company also offers group life insurance solutions.

The company is focused on providing long term protection and savings plans and has a strong traditional product portfolio with a consistent bonus track record. The company has ISO 9001:2008 quality certification for all Customer Service processes.

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