Garnier Black Naturals, a pioneering India-first innovation in hair colour from the global green beauty leader Garnier, has announced an exciting collaboration with cricket icon Mahendra Singh Dhoni and his wife, Sakshi Singh Dhoni. The campaign, which marks a new chapter in building trust around hair colour, brings together two of India’s most trusted names.
In the campaign, Dhoni’s legacy of making reliable, effective choices takes centre stage as he and Sakshi team up to share their trusted transformation with Garnier Black Naturals. The brand has been a trusted name in India for over a decade, known for delivering natural-looking hair colour that millions rely on.
The playful TV commercial features the Dhonis in a light-hearted exchange where Dhoni teases Sakshi about her hair secrets, only for her to confidently reveal that Garnier Black Naturals is her go-to for natural-looking colour. The ad cleverly ends with a nod to Dhoni’s iconic T-gesture for the DRS (Dhoni Review System), a symbol of trust built on his ability to make precise decisions that often led to favourable outcomes. With this, Dhoni and Sakshi aim to create the new symbol of ‘T’rust in hair colours with their endorsement of Garnier Black Naturals.
Mahendra Singh Dhoni said, “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 gives us the opportunity to appear onscreen together after a long time, and we hope that our fans will enjoy it as much as we did filming it.”
Ajay Simha, General Manager at Garnier, shared his enthusiasm, stating, “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!”
Parikshit Bhattacharya, Chief Creative Officer at Publicis Groupe (BBH India), added, “Garnier Black Naturals is the country’s most trusted hair colour. Who better than the Dhonis to bat for the brand through their unique banter. The campaign consisting of memes, teasers, a digital video, a broadcast spot and more, which has already been loved by the internet. We hope this partnership further strengthens the brand’s equity and more couples place their trust in Garnier Black Naturals to keep their secret intact.”
This 360-degree campaign went live in late February across traditional, digital, and Out of Home platforms, inviting people to sport a natural look like the Dhonis with the hashtag #ThalasTRUSTEDColor.
