MS Dhoni teams up with HomeLane, enters into 3-year strategic partnership

Home interiors brand HomeLane has entered into a three-year strategic partnership with former Indian skipper Mahendra Singh Dhoni as an equity partner and brand ambassador. As part of the partnership, Dhoni will own equity in HomeLane. He will be HomeLane’s first brand ambassador.

HomeLane and MS Dhoni are also working on a brand new campaign that will be released during the new IPL season.
“HomeLane plans to add 25 new Tier-II and Tier-III cities over the next 2 years and has earmarked ₹100 crores in marketing spends to support this aggressive expansion,” the company said.

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“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 and credibility that he brings to the table, we believe that he is the perfect fit for our brand vision,” HomeLane co-founder Srikanth Iyer said.

“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,” Dhoni 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 look forward to building a strong digital-first brand over the next many years with him,” Rajeev G N, vice president marketing, HomeLane

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