Bus ticketing platform redBus on Monday announced that it has appointed cricketer Mahendra Singh Dhoni as its brand ambassador. The cricketer will appear in a hockey player avatar in his first cameo for the brand, slated to be launched soon. redBus will reach out to its audience across the country through various media channels, both online and offline.
“We are happy to embark on this collaborative journey with MS Dhoni. Together we will continue to strengthen the redBus brand and enhance our presence across the country. Dhoni is the epitome of a king in his domain and a go-getter, a kindred spirit that connects well with redBus values. At redBus, we believe in empowering bus operators and passengers through our technology solutions and enhancing the bus travel experience," said Prakash Sangam, chief executive, redBus in a statement.
According to celebrity managers, Dhoni’s brand endorsement deals can be in the range of ₹ 3-10 crore, depending on the size of the company he is associated with and the size and duration of the contract. Currently, the cricketer endorses an array of brands across categories, including fantasy sports firm Dream11, Colgate, MasterCard, Orient Fans, BharatMatrimony, Indigo Paints, SRMB Steel, and health supplement brand Revital H among others.
Arun Pandey, chairman and managing director of Rhiti Group, which manages Dhoni’s commercial engagements, said, “The brand redBus promises to bring transformation of lives and aspirations in smaller cities and towns of India. Both Dhoni and redBus have a common obsession to strive and make a difference. We look forward to the association taking the story of the transformation of bus booking and travel experience to the national audience."
redBus, which started in 2006, works with over 2500 bus operators’ and claims to have sold more than 180 million bus tickets till date. A part of the MakeMyTrip group, the platform claims to have a customer base of around 20 million users.