Mahendra Singh Dhoni has made a serious foray into the entertainment content creation business. The serial entrepreneur and former Team India captain’s new initiative Dhoni Entertainment has partnered with production house Banijay Asia and former Endemol Shine managing Director Deepak Dhar.
The joint venture will create entertainment content across all genres, Dhoni and Dhar have confirmed to national business daily Economic Times.
Dhoni Entertainment was formed by the Chennai Super Kings captain last year, while Dhar has set up Banijay Asia in an equal stake with Banijay, among the leading independent content creation companies across the world.
“After my biopic, I always wanted to do something in the entertainment space,” Dhoni has told the paper. “It always captivated me, kept me gripped as there are a lot of fresh concepts I would like to bring; never-seen-before content to the table,” Dhoni said.
“I decided to partner with Banijay Asia for the quality of content they have created so far, and with this partnership, I look forward to bring something which is more than exciting and stimulating!”
The new joint-venture will create premium content for the India and south east Asian markets. “With the entire digital ecosystem evolving, we are seeing a great demand for content. Naturally, it is attracting big personalities. What we need is to bring in players with vision and credibility,” said Dhar. “Together, we are excited as we aim to bring an array of differentiated shows for our audiences across platforms.”
A senior entrepreneur, Dhoni also co-owns the franchisee of Indian Super League team Chennaiyin FC, he had a stake in Hockey League team Ranchi Rays, co-owns motor bike racing team Mahi Racing Team India with Akkineni Nangarjun.
He also owns the shoe business of brand Seven, along with being the celebrity icon.