Former India cricket captain MS Dhoni has inked a three-year strategic partnership with home interiors brand HomeLane, the latter announced on Monday. Dhoni has onboarded the interiors company as equity partner and its brand ambassador. The specifics of the equity partnership were not disclosed. “As part of the partnership, Dhoni will own equity in HomeLane and become the first celebrity to endorse an end-to-end home interiors brand,” a statement released by the company said.
The company further said HomeLane plans to add 25 new tier two and tier three cities over the next two years over an investment of Rs 100 crore to support the expansion.
Despite his retirement, Dhoni continues to feature among the top 10 celebrities in terms of endorsements, according to a TAM AdEx report released last week.
“As HomeLane expands into new markets and deepens its presence in existing 16 cities, its strategic association with MS Dhoni will enable the company to create high decibel visibility and
connect with its consumers,” the company statement added. Commenting on the partnership, Rajeev GN, HomeLane VP marketing, said: “We look forward to building a strong digital-first brand over the next many years with him.”
