Cleartrip, an Indian online travel company, recently announced that former captain of the Indian cricket team, Mahendra Singh Dhoni, has been signed as its latest brand ambassador. Cleartrip CEO Ayyappan Rajagopal revealed this news after sparking intrigue with a teaser campaign earlier in the week. Rajagopal stated that the association with Dhoni will help reinforce Cleartrip’s brand visibility in a competitive market. Known as “Captain Cool,” Dhoni’s widespread appeal across generations and regions is something that Cleartrip plans to capitalize on. They hope that his endorsement will inspire a new category of users to engage with their services and experience travel in a unique way.
This move by Cleartrip reflects a broader trend in advertising where celebrities, particularly cricketers and Bollywood stars, have a significant influence on consumer behavior and are sought after for brand endorsements. Cricket holds a special place in Indian culture, with players like Dhoni attaining almost god-like status in the eyes of fans. Advertisers are well aware of this influence and are keen to leverage it for their marketing strategies. Despite retiring from international cricket in 2020, Dhoni’s popularity and marketability remain high, as evidenced by his extensive endorsement portfolio comprising over 35 brands across various sectors.
According to the Kroll’s Celebrity Brand Valuation Report in 2022, Dhoni’s brand value is estimated at $80.3 million, making him the sixth-highest-ranked celebrity in the list. Travel companies like Cleartrip and Booking.com have recognized the power of celebrity endorsements, particularly in the realm of sports and entertainment. For instance, Booking.com was a sponsor of the ICC Cricket World Cup in India and had also partnered with Indian cricket captain Rohit Sharma as a brand ambassador. Similarly, MakeMyTrip-owned Goibibo signed Bollywood actress Kareena Kapoor Khan as its brand ambassador, while Agoda appointed Ayushmann Khurana as its brand ambassador for the Indian market.
Last month, Cleartrip launched a corporate travel management product called “Out of Office” in response to the growing trend of post-Covid corporate travel in India. The company aims to focus on this sector and believes that Dhoni’s association will further enhance its visibility and appeal to users in this segment. With the celebrity endorsement landscape continuously evolving, travel brands have been strategic in their choices of brand ambassadors, aligning themselves with personalities who have a strong following and influence in popular culture. Cleartrip’s decision to partner with Dhoni signifies their commitment to leveraging his star power to drive engagement and brand loyalty among consumers.
In conclusion, the partnership between Cleartrip and Mahendra Singh Dhoni signifies a strategic move by the online travel company to boost its brand visibility and appeal to a wider audience, particularly in the post-Covid corporate travel market in India. By leveraging Dhoni’s enduring popularity and marketability, Cleartrip aims to inspire a new category of users to engage with their services and explore travel in innovative ways. With the increasing influence of celebrities, particularly cricketers and Bollywood stars, in the advertising landscape, travel brands have been proactive in securing high-profile endorsements to enhance their brand image and connect with consumers on a deeper level. The trend of celebrity brand endorsements in the travel industry is likely to continue evolving, with companies recognizing the value of aligning themselves with personalities who have a strong influence in popular culture.
