Did MS Dhoni signed a wrong contract?

The Delhi-based footwear brand has been in the market for nearly three decades, attracting a vast portion of the Indian market. However, as per the digital footprints available in the market, the branding strategy of the company is never interested in delivering a luxurious and expensive category market in India. However, the recent acquaintance of world-class Indian cricket – MS Dhoni, has put the brand on a different pitch in the market. 

Undoubtedly, this will impact significantly brand awareness and brand engagement, which will consequently enhance the market share and sales of the brand. Nevertheless, the outcome of this celebrity endorsement does not appeal as flawless. Therefore, this mini analysis aims to discuss valuable insights into the branding strategy of Asian Footwear, and key takeaways for another brand.

• First and foremost, Asia Footwears will be immensely benefited from the world-class cricketing personality as he brings up all the brand associations with him. In my opinion, MS Dhoni as a celebrity solidly stands for credibility and trust over the years. This reliability is a key component of Asian Footwear’s value proposition and is expected to deliver an upgraded version of the trusted footwear brand.

• Also, Asian Footwear’s aim to reach a wider market in the youth segment is fulfilled further with the image of MS Dhoni who is unanimously fond by youngsters all over the world. Therefore, this synergy will attract more sports lovers to the existing markets in India.

• When it comes to branding, the emotional appeal of a brand can deliver unbelievable results within a shorter period of time. While there are ample fans who have fallen in love with the sportsman and the leader within MS Dhoni, Indian fans do possess a very intimate emotional connection to him. If branding materials and communication materials are properly strategized and executed, Asian Footwear can turn the table upside down in the Indian market.

• On the contrary, in my personal opinion, it’s not only the youth market Asian Footwear that can create communication materials. Considering Dhoni’s inspiring autobiography, being an inspirational leader and in fact being a father of two, the communication campaigns can slightly aim at parents who want their children to succeed in life. This can be experimented with and possible markets and then can be moved into wider advertising campaigns.

While a majority of the viewers may agree on the positive side of Asia Footwear’s acquisition of MS Dhoni, my concerns on other possible routes may suggest negative dimensions to an extent.

• Looking at the previous brand endorsements MS Dhoni partnered with Asian Footwear falls behind the list by a far margin, I suppose. For instance, Dhoni’s previous brand engagements include India Cements, Reebok, Pepsi, Snickers, Exide, Oppo, GoDaddy, and many more. Therefore, the firm’s internal structure and capacity to strategize, execute and measure is critical in leveraging MS Dhoni during their endorsements. In addition, the costs involved for further advertising campaigns and related expenses are noteworthy to consider. Unless the efforts in retaining him in the brand could go idled and wasted. 

• Considering the digital assets of Asian Footwear, it raises the question of whether they implement the perfect communication mix to attract youth. As of the time of this article, the digital engagement seen on Facebook and Instagram profiles claims a very low activity compared with other giants in the market. It should not be forgotten that India is the second-largest population in the world. With Dhoni in their pockets, the digital mileage should have been rocking in the skies. 

• Moreover, there can be clutter in recognizing the brand – Asian Footwear with MS Dhoni in the picture, because he has already endorsed multiple footwear brands in the same soil. Hence, how far and well Asian Footwear can break the clutter and provide exclusiveness is doubtful. 

In conclusion, while the collaboration with MS Dhoni presents exciting opportunities for Asian Footwears to elevate its brand presence and appeal to a broader audience, it also calls for a well-executed and thoughtful branding strategy to navigate the challenges and ensure the success of this celebrity-endorser brand fit. With the right approach, Asian Footwears can make the most of this association and secure a stronger position in the competitive footwear market.