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Tag: M S Dhoni

  • Star power dominates ads: Celebrity endorsements surge in 2024

    Star power dominates ads: Celebrity endorsements surge in 2024

    MUMBAI: Celebrity endorsements remained the lifeblood of India’s advertising world in 2024, proving once again that a star-studded ad is worth its weight in gold. While brands pull every trick in the book to grab eyeballs, Indian cinema icons, cricketing heroes, and TV stars effortlessly steal the show. Because let’s face it—if Shah Rukh Khan tells you to buy a biscuit, you probably will.

    The latest TAM AdEx-Rewinding year 2024 for Celebrity Endorsement spills the tea: celebrities shone in 30 per cent of all TV ads, with male film actors leading at 42 per cent. Star power isn’t just a marketing gimmick—it’s the secret sauce to making brands unforgettable. From daredevil action heroes to six-hitting cricketers, these celebs know how to work their magic.

    The numbers tell an interesting story. Celebrity-led ad volume grew three per cent in 2024, though overall, the past three years saw some dips—down eight per cent in 2023 and six per cent in 2024 compared to 2022. Yet, brands are still betting big on famous faces.

    The IPL season acted as a turbo boost, making April–June the golden quarter for ad volumes. If you watched TV, you likely saw Akshay Kumar’s megawatt grin or Shah Rukh Khan’s signature charm pushing a product your way. Resistance was futile.

    What’s hot? Over the 50 per cent of celebrity-endorsed ads that belonged to three dominant sectors:

    . Food & Beverages (24 per cent) – Because who can resist a snack endorsed by Indian cinema royalty?

    .   Personal Care & Hygiene (17 per cent) – Grooming advice from a glamorous star? Say no more.

     .  Household Products (11 per cent) – Even A-listers appreciate a squeaky-clean home.

    Well who ruled the ad space? Some faces were simply everywhere. Akshay Kumar clocked in a mind-blowing 20 hours per day of ad visibility—essentially living in commercial breaks. Meanwhile, M.S. Dhoni played a different kind of innings, endorsing a whopping 52 brands like a true business strategist. And in the product category race, E-commerce Gaming emerged as the big winner, attracting the highest number of celebrity endorsements. Looks like stars aren’t just playing games on screen—they’re cashing in on them, too.

    Brands love a power couple, and 2024 was the year they proved their worth. Leading the romance-meets-commerce charge were Akshay Kumar and Twinkle Khanna, holding a 17 per cent share of celebrity couple endorsements. Not far behind were Ranbir Kapoor and Alia Bhatt (14 per cent), followed by the ever-charming Anushka Sharma and Virat Kohli (13 per cent).

    Together, these dynamic duos helped drive 50 per cent of all celebrity-led ads, proving that love might be priceless, but in the advertising world, it’s an absolute goldmine. When an Indian cinema star and a cricketing legend sell you something together, how can you possibly say no?

    Also, It turns out, men and women have their own advertising niches. Male celebrities dominated Food & Beverage ads (59 per cent), while female stars ruled Personal Care & Hygiene (67 per cent)—because let’s face it, no one wants beard oil tips from Kiara Advani, and Alia Bhatt recommending a spicy chicken burger might feel oddly suspicious.

    Meanwhile, the Agriculture, Telecom, and Media sectors remained a male-only club, as if female celebrities don’t know how to answer a phone or grow crops. Maybe it’s time to shake things up and give the audience a little variety. Just imagine Deepika Padukone selling tractor insurance—now that’s a campaign we’d love to see! Just a thought.

    Final takeaway? Celebrities still rule! No matter how much the ad world changes, one thing stays constant—celebrities run the show. Whether it’s an Indian cinema megastar, a cricketing legend, or a TV heartthrob, brands will always bank on their charm. Love them or roll your eyes, celebrity ads are here to stay—because let’s be honest, they work.

  • Eurogrip tyres signs M S Dhoni as brand ambassador

    Eurogrip tyres signs M S Dhoni as brand ambassador

    MUMBAI: Eurogrip Tyres, a two- to three-wheeler and off-highway tyre brand, has brought on board a cricketer who does not seem to tire, even though he apparently has retired.  It has signed up former India cricket captain and CSK’s old hand M S Dhoni as its brand ambassador.  

    Known for his dependability, performance and passion for riding, M S Dhoni’s values resonate with Eurogrip Tyres’ vision of empowering riders with control and confidence on every journey. MSD will be endorsing the brand Eurogrip and the entire range of products in the portfolio.

    M S Dhoni said: “Tyres is a category that is very close to my heart. My love for motorcycles and riding began long before my cricketing journey, and over the years, I have had the chance to ride a variety of bikes – from timeless classics to top-of-the-line super bikes. Choosing the right tyres is essential for a safe and enjoyable ride and Eurogrip Tyres’ expertise in this domain stands out. ”

    “M S Dhoni is a personality who truly embodies Eurogrip Tyres’ core values of reliability and performance,” said TVS Srichakra Ltd EVP marketing & sales P Madhavan.  “MSD perfectly complements our commitment to delivering innovative tyre solutions for the new age riders.  This collaboration is a milestone in our brand journey, as we continue to offer world-class products and elevate riding experiences across diverse segments”.   
    With over four decades of expertise in tyre design and manufacturing, Eurogrip Tyres offers an extensive range of products to suit varying needs and applications, with the best-in-category warranty and after-sales service. Eurogrip Tyres’ products are designed in Milan, Italy and are globally tested and certified. 

    Will Dhoni’s endorsement will accelerate sales further?

  • Tam AdEx: Celebrity endorsements dominate 32 per cent of TV ads in H1 2024

    Tam AdEx: Celebrity endorsements dominate 32 per cent of TV ads in H1 2024

    Mumbai: The latest report from Tam AdEx India for January to June 2024 highlights a key role of celebrity endorsements in television advertising. This period saw 32 per cent of total TV ads being endorsed by celebrities, with film actors contributing more than 75 per cent of the celebrity ad space.

    The food & beverages sector emerged as the largest contributor, making up 28 per cent of total celebrity-endorsed ads. The food & beverages, personal care/personal hygiene, and household products sectors collectively represented over 50 per cent of celebrity-endorsed ads. Among these, ads in the food & beverages sector saw a dominance of male celebrities, while the personal care segment was led by female endorsers. Categories such as toilet/floor cleaners and aerated soft drinks topped the list, with toilet cleaners alone holding an eight per cent share.

    Film stars, sports personalities, and TV actors were the main contributors to the 32 per cent of ads featuring celebrity endorsements. The top three most visible celebrities during this period were Akshay Kumar and Shahrukh Khan, each with five per cent visibility, followed closely by Amitabh Bachchan with four per cent. Akshay Kumar maintained an impressive 22 hours per day of ad visibility across channels.

    The dominance of the food & beverages sector was clear, while personal care/personal hygiene and household products followed closely. With 28 per cent of the overall ad volumes, the food & beverages sector continued to attract top male celebrities, whereas personal care remained the preferred category for female endorsers.

    In the first half of 2024, Akshay Kumar was the most visible celebrity, followed by Shahrukh Khan, Amitabh Bachchan, and M.S. Dhoni. Six of the top ten celebrities, including Amitabh Bachchan and Kiara Advani endorsed more brands than they did during the same period in 2023. Sports personalities like M.S. Dhoni also made a notable impact. Additionally, power couples like Ranbir Kapoor and Alia Bhatt led the pack in couple endorsements, contributing to more than 18 per cent of the total ad space. Akshay Kumar and Twinkle Khanna followed with 16 per cent, making couple endorsements a growing trend.

  • Eurogrip Tyres uses clever wordplay and MS Dhoni’s charm in IPL 2024 brand campaign

    Eurogrip Tyres uses clever wordplay and MS Dhoni’s charm in IPL 2024 brand campaign

    Mumbai: Eurogrip Tyres, a 2 & 3-wheeler tyre brand, has launched a comprehensive brand campaign focussing on the superior grip of Eurogrip tyres.

    The campaign highlights are ad films where M S Dhoni and his CSK team members, Deepak Chahar and Ruturaj Gaikwad are seen in light-hearted banter drawing parallels between grip while playing cricket and grip of tyres on the road. The film talks about Eurogrip’s stronger grip as compared to other tyres and M S Dhoni emphasizes its superior grip for solid turns.  He and other CSK stars give road safety tips for viewers that include following traffic rules, wearing a helmet, ensuring tyres are in good condition and having the bike serviced regularly.  M S Dhoni urges viewers to get Eurogrip tyres for superior grip.

    Sharing details about the campaign, TVS Srichakra Ltd EVP, marketing and sales P Madhavan said, “It is the third year of our association with Chennai Super Kings as principal sponsor and we are just as excited as the fans to be a part of the 2024 IPL extravaganza. This year, we have focused on building EUROGRIP as a strong global consumer brand and our campaign is in line with the same. Our ad films highlight the superior grip of our tyres, an extremely important attribute for safety on the road. Eurogrip, just like CSK, is synonymous with high performance. Our continued association has been benefitting both partners.”

    The new campaign positions Eurogrip as a youthful, vibrant and dependable brand that resonates with the millennial and Gen Z Indian riders.  The ads with focus on the tyres’ superior grip have gone live from 22 March 2024 in television and digital media. A series of on-air and on-ground activations have been planned across social media, traditional media, outdoor and point of sale.

    Creative Agency: Tilt Brand Solutions

    https://youtube.com/playlist?

  • Explore cricket mavericks’ memoirs on Audible

    Explore cricket mavericks’ memoirs on Audible

    Mumbai: As India eagerly embraces the 13th edition of the 2023 ICC Men’s World Cup, it’s clear that cricket is more than just a sport; it’s a passionate devotion for millions! It’s the second religion of the nation, and fans from every corner are gearing up for an exciting season of matches. Now is the perfect moment to dive into the fascinating world of cricket and its iconic figures. Are you ready for some riveting audio entertainment that takes you deep into the lives of legends like M.S. Dhoni, Wasim Akram, Virat Kohli, and Chris Gayle? So tune into Audible to uncover intriguing anecdotes about these cricket legends, including lesser-known facts about their lives, friendships with fellow athletes, and their incredible journeys in the world of sports!

    The Dhoni Touch

    Written by: Bharat Sundaresan; Narrated by: Akshay Ghildiyal

    This World Cup, embrace the world of cricket with Mahi’s memoir ‘The Dhoni Touch’ delving into the captivating journey of the cricketer with insights on his incredible skills as a captain, and extensive career as a wicket-keeper and batsman. In this memoir, the author tracks down the cricketer’s closest friends in Ranchi and talks about various stages of his life from his childhood, adulthood, and his successful career as a cricketer. The audiobook delves into Mahi’s time in Ranchi, his military aspirations, and other lesser-known facts about the cricketer’s life. The Dhoni Touch is an engaging listen that takes listeners beyond the cricketing career of the maverick and highlights what makes him the renowned sportsman he is!

    Sultan: A Memoir

    Written by: Wasim Akram, Gideon Haigh; Narrated by: Ranjit Madgavkar

    Wasim Akram is hailed as the ‘Sultan of Swing’, and is one of the greatest fast bowlers in the history of cricket. The audiobook ‘Sultan’ recounts the story of how he was chosen from the streets of Lahore and groomed by Imran Khan to become the Man of the Match in the 1992 World Cup finals which Pakistan won. The memoir also sheds light on his scandalous rivalries with the legends of his time, from Viv Richards and Ian Botham to Sachin Tendulkar and Shane Warne as a result of ball tampering and match-fixing controversies.

    Virat Kohli

    Written by: DK; Narrated by: Shehzaad Shams

    In the summer of 2008, a young and charismatic cricketer, Virat Kohli, emerged like a comet striking across the Indian cricket horizon. With a heart full of ambition, he led the Indian Under-19 cricket team to a glorious victory in the World Cup, igniting a spark of hope in the hearts of millions. Be it knocking the highest number of double centuries in a consecutive test series or the fastest 1,000 runs in ODIs, King Kohli has transformed the game with his leadership and talent. But beyond the records and the statistics, there lies a man of extraordinary character. His journey is not just about cricket; it’s about passion, perseverance, and unyielding belief. This exclusive biography series of the Indian icon will give you a holistic overview of Virat Kohli’s journey, and the much-needed inspiration that we all need in life!

    Six Machine

    Written by: Chris Gayle; Narrated by: Leroy Osei-Bonsu

    Chronicled by Chris Gayle himself, the Six Machine on Audible tells us the story of the only man to have ever hit a six off the first ball of a test match. Chris Gayle truly lives by the statement he once made “If the ball’s there, hit it. Don’t worry about what might happen. Play for the glory. Play for the six”. Uncover the story of a shy, skinny kid from a cramped tin-roofed shack in the dusty back streets of Kingston making his way to the top of the cricket world. This outrageous, unfiltered, and engaging memoir will keep you hooked and awestruck. What makes the ‘Six Machine’ more enticing is the authentic narration by Leroy Osei-Bonsu with a Caribbean touch as well as the anecdotes about Chris Gayle’s life mentioned in the memoir.

    Stargazing

    Written by: Ravi Shastri, Ayaz Memon; Narrated by: Derek Denzil

    The incomparable ODI player and one of India’s most successful test cricket coaches shares his perspective on the game of cricket and various champions who influenced him in this audiobook. Stargazing also delves into the professional and personal relationships he has with fellow cricketers with anecdotes that have never been revealed before. Ravi Shastri reveals which Indian captain he feels did not do full justice to his talent, his bowler’s best friend, the lessons he learned from the legendary Clive Lloyd, and his personal bond with Virat Kohli. This audiobook co-written by Ayaz Memon offers a game-changing glance into the extraordinary talent he has encountered over the years.

  • Pro Kabaddi League Season 8 returns after two years: What has changed?

    Pro Kabaddi League Season 8 returns after two years: What has changed?

    Mumbai: Pro Kabaddi League, one of the fastest-growing sports franchises in terms of viewership is all set to return on 22 December, after a two-year hiatus, imposed by the pandemic.

    Like sporting events, the league has also undergone format changes owing to Covid-19 protocols. This time, all matches will be played in Bengaluru, sans any LIVE audience to cheer their favourite teams. But, this may not mar the enthusiasm of the fans who have been waiting for the sporting event, say agency experts. The official broadcaster Star Sports Network too has upped its ante and pushed its marketing efforts to regain the viewership that the series enjoyed pre-pandemic.

    Will PKL see a similar resurgence in viewership like the IPL?

    According to the Broadcast Audience Research Council (Barc), the sports genre had 2.4 per cent share in the overall TV viewership before Covid struck. This decreased to 0.7 per cent during the first lockdown, then increased marginally to 0.8 per cent during Unlock period, and grew once again to 4.1 per cent by the end of the year. The Indian Premier League (13th season) that was aired between week 38 and week 45 increased sports viewership by six times compared to previous weeks (week 34-37). (BARC Yearbook 2020)

    “IPL in 2020 had a format shift due to Covid-19, however TV ratings saw an increase by about 50 per cent. One of the major reasons was high TV viewership during pandemic and lockdown. But, the viewership went back to 2019 levels in 2021,” said MediaCom managing partner Vishal Shah.

    It is also significant to note that IPL was the only major sports event that was aired in the pandemic year 2020. Since people were confined to their homes and starved of LIVE sports action, TV viewership increased across genres. While, PKL may not have that advantage, because 2021 has turned out to be a tremendous year for LIVE sports with a packed sporting event calendar, especially in the second half.

    “Looking at the ratings trend this year, the numbers might be slightly lower than what the last season did, as the overall numbers have changed in the past two years,” said dentsu Amplifi India group trading director Sujata Dwibedy. “But, good marketing from the (Star Sports) network, across media is expected. This should pull more viewers.”

    Campaign in full swing

    Star Sports has already kicked off the promotions for the eighth season of PKL roping in M S Dhoni for their ad campaign. More recently, the broadcaster released a regional ad film playing up the opening match of PKL between Telugu Titans and Tamil Thalaivas on 22 December. The promo featured movie star Naga Chaitanya, indicating that the marketing efforts are in full swing.

    “In 2019, PKL witnessed 50-55 per cent growth in viewership from the previous season across different audiences and markets,” observed MediaCom managing partner Vishal Shah.

    Kabaddi being a homegrown sport, the league has enormous support and viewership from the Tier II and III towns. PKL viewership base largely comes from markets like Andhra Pradesh/Telangana (32 per cent) followed by Maharashtra/Goa (24 per cent), Karnataka (12 per cent) and Punjab, Haryana, Himachal Pradesh, Jammu Kashmir (seven per cent) and Kerala (five per cent), as per the BARC data.

    The viewership for PKL is much more evenly spread out according to dentsu’s Dwibedy. “It is not necessary that only people from the hinterland and Tier II towns have been viewing it (PKL), it has its loyal fans across demographics and across audiences but is skewed towards males,” she added.

    No LIVE audience at this year’s spectacle

    This year PKL will be missing LIVE audiences and will shed the caravan style format. Instead, all teams will play at a single location in Bengaluru. Looking back at IPL last year, media planners suggest that format changes will have little to no impact on the viewership of the tournament. Mashal Sports has also announced that triple headers will be played on all Saturdays which may have a positive impact on the viewership over weekends.

    New categories of advertisers likely

    Ad rates and sponsorship for PKL are likely to see a premium in proportion to the growth in audiences that the event saw in 2019.

    According to dentsu’s Dwibedy, brands who found cricket very expensive but want to still associate with some impactful property will be looking to partner with PKL, along with brands who genuinely see a fit with PKL and want to amplify their presence through the series. “We could also see some new categories of advertisers emerging as sponsors,” she added.

    “The other opportunity is also to do with the season and timing, IPL has always been a popular choice for summer brands whereas PKL is happening in a period that will attract winter seasonal brands,” said Mediacom’s Shah.

    Categories such as e-sports, e-pharmacy, auto, telecom, beverages, mobile handsets, paan masala, deodorants, paints, and cement have consistently been associated with the tournament and are expected to do the same this year.

  • Star Sports launches Vivo IPL 2021 resumption campaign

    Star Sports launches Vivo IPL 2021 resumption campaign

    Mumbai: Star Sports has drawn parallels between Vivo Indian Premier League (IPL) 2021 and a blockbuster film in its latest advertising campaign called #AsliPictureAbhiBaakiHai featuring cricketer MS Dhoni in a filmy avatar.

    Conceptualised by the creative team at Star Sports, the ad film tells viewers that the second half of the tournament, airing from 19 September, is unmissable. The remaining 31 matches will be played over 27 days in the United Arab Emirates. 

    “There is a great deal of anticipation for the resumption of VIVO IPL 2021,” said Star and Disney India, head – sports, Sanjog Gupta. “Teams and players typically up the ante on the field, play top cricket and are at their competitive best in the final weeks of VIVO IPL, which means fans can look forward to higher intensity, impossible heroics and nail-biting finishes in the month-long spectacle. And this is the proposition of our campaign – #AsliPictureAbhiBaakiHai. That, like a blockbuster, there are many twists and turns, highs and lows, thrills and spills in store. So, whether you watched the first ‘half’ or not, the second half from September 19 is unmissable. Star and Disney India is also committed to continue delivering the most engaging and immersive broadcast of the tournament across TV and digital platforms. Multiple regional feeds, world class presentation, enhanced viewing experiences and technology innovations will delight millions of viewers.”

    The TVC campaign will be released in multiple languages including Hindi, Tamil, Telugu, Kannada, Bengali, Malayalam and will reach a national audience.

  • MS Dhoni becomes the face of BharatMatrimony

    MS Dhoni becomes the face of BharatMatrimony

    MUMBAI: Online matrimony brand BharatMatrimony, has roped in iconic Indian cricketer Mahendra Singh Dhoni as its brand ambassador.

    Talking about the association, MS Dhoni said, “I’m happy to be associated with the iconic internet brand BharatMatrimony. It is the most trusted and successful matrimony brand which has helped millions of Indians find a life partner over the last 18 years. I’m proud to be associated with a trusted brand that has created millions of happy marriages. This is a definitely a good partnership.”

    matrimony.com CEO Murugavel Janakiraman adds, “We’re proud to be associated with MS Dhoni, an iconic sportsperson. We feel it’s a good fit because he’s an inspiration for millions of youth because of what he’s achieved for the country through his admirable leadership qualities. Dhoni also inspires through his happy marriage, his caring dad and loving husband image.”

    Commenting on the association, Rhiti Sports, which exclusively manages MS Dhoni’s commercial endorsements, chairman Arun Pandey mentioned, “One of the key elements of the wedding industry is the trust of the consumers and we are happy with the way BharatMatrimony has gained it. I am confident this partnership with MS Dhoni will do well in the days to come.”

    BharatMatrimony will soon launch a 360 degree marketing campaign featuring ads to target single people of marriageable age across TV, print, radio and outdoor.

    Matrimony.com is India’s first pure play consumer internet company to be publicly listed. It is a signature consumer internet conglomerate, managing marquee brands such as BharatMatrimony, CommunityMatrimony and EliteMatrimony. BharatMatrimony is the largest and most trusted matrimony brand which has also established a considerable retail presence with over 140 self-owned retail outlets across India.

    The company delivers matchmaking and marriage related services to users in India and the Indian diaspora worldwide.The company has pioneered several new business models such as MatrimonyPhotography, MatrimonyBazaar, MatrimonyMandaps, and CommunityMatrimony, a consortium of over 300 community matrimony websites.

  • MS Dhoni to captain Officer’s Choice Blue

    MS Dhoni to captain Officer’s Choice Blue

    MUMBAI: Officers Choice Blue Snacks, one of the largest consumer brands in the country, launched its new TVC campaign featuring Mahendra Singh Dhoni. 

    Officers Choice Snacks, over time, has stood for the core human value of integrity and ‘doing things right,’ and MS Dhoni mirrors the very same virtues. Dhoni is known for his calm and collected demeanour, his ability to make the ‘right choices,’ on field as a cricketer- and in life overall. His personality finds resonance with the positioning on righteousness of Officers Choice Snacks.

    Created by Metaphor Communications, the 45-second film begins with MS Dhoni acknowledging and saluting all who do not, and did not, resort to any ‘setting’ in life.  Dhoni then walks us through ‘slice of life’ situations lauding the honesty of people who have not done any ‘setting’ to achieve their goals. The film smartly covers relatable issues of college admissions, traffic penalties, business contracts and elections. It also touches on social issues like dowry and reinforces the importance of making the right choice.

    The credibility of thought is built with Dhoni’s candid narration, and the film is set stylishly with the transitions of different situations with a visual delight.

    Allied Blenders & Distillers head marketing Ahmed Rahimtoola says, “Officer’s Choice Blue snacks has always stood for a strong sense of purpose. Positioned on the platform of righteousness, the brand has built a distinctive personality around honesty and integrity. MS Dhoni as a brand, embodies similar values and we found a strong fit to pursue this engagement. We’re hoping the campaign becomes an inspiration for people to walk the right path, no matter how harsh the challenge appears to be.”

    When asked about the campaign, MS Dhoni adds, “Life is all about the choices we make; and those who make the right choice deserve a salute. I’m glad Officer’s Choice Blue Snacks is inspiring people to always stay righteous in walks of life, regardless of the difficulty of situation and severity of demands.”

    Allied Blenders And Distillers is a Kishore Chhabria promoted company. Its flagship brand is the famous Officer’s Choice Whisky and the portfolio includes Officer’s Choice Blue Whisky, Sterling Reserve Premium Whiskies, Kyron Premium Brandy, Jolly Rogers Rum.

    ABD is the 3rd largest spirits company in India with volumes of 35 million cases for the year 2017/18 and growing at a CAGR of 12 per cent over the last 5 years making it one of the fastest growing spirits company in India. ABD possesses a strong sales and distribution network nationally and a pan-India manufacturing base that includes 43 manufacturing / bottling units. It has 14 sales offices in 22 states across the country.

    The company produces snacks and water in their diversified portfolio.

  • Gulf Oil signs Hardik Pandya as ambassador

    Gulf Oil signs Hardik Pandya as ambassador

    MUMBAI: Gulf Oil Lubricants India Limited (GOLIL), a Hinduja Group Company, has signed Indian cricketer Hardik Pandya as its brand ambassador for the company’s new business initiatives and lubricants. Pandya joins cricketing legend MS Dhoni, who has been associated with the company since 2011 as its brand ambassador.

    Gulf Oil managing director Ravi Chawla says, “On behalf of Gulf, we welcome Hardik Pandya. A youth icon who personifies Gulf’s strong sporting heritage, his commitment to outperform is akin to our brand ideals of quality, endurance and passion. Our association with Hardik would further enhance our engagement with the sport of cricket as well as the millions of fans and consumers across the country.”

    Pandya adds, “I am excited to be associated with Gulf Oil. It is a global brand recognised for its high-performance products. I look forward to our journey together.”

    Gulf Oil Lubricants is the fastest growing lubricant player in India, consistently outperforming the industry growth rate. The company is a pioneer in the long-drain interval technology and has significant OEM partnerships with top Indian and global manufacturers. In India, Gulf is associated with cricket and motorsports. Internationally, the brand is associated with motorsports and is the global partner of Manchester United football club.