Mars Wrigley Confectionery has announced the appointment of Indian cricketer Mahendra Singh Dhoni as the new brand ambassador for its chocolate brand SNICKERS.
Since its launch in India, the filled chocolate bar has effectively established itself as a solution to hunger cravings and developed a strong base of loyal consumers.
The brand, known for its quirky, tongue-in-cheek personality has found a partner in the charming and dynamic cricket icon, MS Dhoni.
Mars International India Pvt. Ltd is the Indian arm of American chocolate maker Mars Inc.
The company has also rolled out a new 30-second television commercial featuring Dhoni dressed as a warrior.
The campaign will be supported by digital, in-store and outdoor promotions. “We are honoured to have M.S. Dhoni join the Snickers family. The brand is loved across the world for its cool quotient and there is no one who personifies this better than our very own Captain Cool. Ever since its launch in the Indian market, Snickers has successfully built upon the philosophy of how you’re not you when you are hungry. With the association of M.S. Dhoni, we are beginning the next chapter of our journey in India and strengthening our relevance amongst Indian consumers,” Mars Wrigley Confectionery marketing director Yogesh Tiwari has told livemint.com.
Brand Snickers in the past has been endorsed by Cinema icons like Rekha and Sonam Kapoor.