PepsiCo recently announced that they would be ending their 11-year long association with India’s limited-overs captain MS Dhoni. Dhoni has now retired from Test cricket and plays lesser number of matches.
MS Dhoni was the face of PepsiCo advertisement campaign for 11 years but now, as he has reached the fag end of his career, PepsiCo have ended the contract and this, in a way, tells us that MS Dhoni’s brand value is diminishing day by day and his long run as one of the most wanted brand ambassadors might be coming to an end.
PepsiCo currently has another Indian cricket star, Virat Kohli in its ranks, apart from Bollywood superstars Ranbir Kapoor and Parineeti Chopra as brand ambassadors. Virat Kohli is one of the leading faces in the field of brand endorsement and he is most likely to replace Dhoni as the face of PepsiCo’s advertisement campaign in India.
Speaking about the chance, PepsiCo VP for beverages Vipul Prakash said:
“At PepsiCo, our focus in advertising and marketing is to make our products the hero and celebrate the hero. The idea will always play the most important role. If there’s a role for the celebrity that helps take forward the idea of celebrating our product, we’re more than happy to taking it further.”