HomeLane has entered into a three-year strategic partnership with Mahendra Singh Dhoni as an equity partner and brand ambassador. As part of the partnership, MS Dhoni will own equity in HomeLane. Popularly known as “Captain Cool”, MS Dhoni will be HomeLane’s first brand ambassador and the first celebrity to endorse an end-to-end home interiors brand.
As HomeLane expands into new markets and deepens its presence in its existing 16 cities, its strategic association with MS Dhoni will enable the Company to create high decibel visibility and connect with its consumers. HomeLane plans to add 25 new Tier II and Tier III cities over the next 2 years and has earmarked Rs 100 crores in marketing spend to support this aggressive expansion.
With the upcoming cricket and festive season, HomeLane and MS Dhoni are jointly working on a brand new campaign that will be released during the new IPL season.
Commenting on the partnership, Founders Srikanth Iyer and Tanuj Choudhry said “We are excited to partner with MSD. He is not just a sporting legend but also one of the most respected and recognised personalities in India. With the trust & credibility that he brings to the table, we believe that he is the perfect fit for our brand vision. HomeLane was built with the intent of making end-to-end home interiors easy and transparent for consumers anywhere in the country and this strategic partnership is a leap toward that goal.”
Commenting on the partnership, Rajeev G N, VP – Marketing said “MS Dhoni’s personal brand resonates very well with HomeLane’s brand values of trust and transparency. He is a sporting giant, a patriot, a dedicated family man, yet very approachable; qualities that inspire across generations. Like HomeLane, he is also an expert at what he does. We are ecstatic to have him on board and look forward to building a strong digital-first brand over the next many years with him.”
Commenting on the association, Mahendra Singh Dhoni said “My home, like anyone else is my comfort zone. A home is built with love and dreams and it’s where we create memories of a lifetime with our loved ones. I believe that HomeLane can help homeowners make their dream home a reality. HomeLane’s vision of making interiors easy and accessible for people across the country is what made me want to be a part of it. With the technology and the expertise that HomeLane brings I look forward to our association in making this vision a reality.”
The specifics of the equity partnership will not be disclosed in accordance with the agreement between both parties.