Tadashi Chiba – Managing Director &
CEO, Panasonic & MS Dhoni.
National, 04 December 2025 : ITW Universe, one of the world’s most prominent sports,
entertainment, and media consulting firms, announced today that it has stitched
a partnership between former India captain and cricket icon MS Dhoni and
Panasonic Life Solutions India, one of India’s leading consumer electronics
companies. The partnership will see the cricketer endorse Panasonic’s latest
line of technologically advanced ACs, loaded with AI capabilities and other
smart features to provide superior and efficient cooling solutions. Keeping it
cool is something often associated with MS Dhoni as a cricketer and captain
because of his ability to remain calm under pressure in tense situations.
ITW Universe, which works with leading
brands and major rightsholders in the high impact platforms of sports and
entertainment, including marquee properties such as the IPL, the ICC World Cup
and more, has previously worked with Dhoni on a variety of campaigns onboarding
him as the ambassador for multiple iconic brands.
Mr Bhairav Shanth, Co-founder, ITW
Universe, said: “We are delighted to have
stitched this collaboration and look forward to seeing this partnership
flourish. Our philosophy at ITW Universe has always been to provide solutions
that significantly move the needle for our clients, and we have an illustrious
history of working with MSD – he is someone whose appeal and impact as an
ambassador is always spectacular.”
Mr Dhiraj Sharma, Marketing Head of
Panasonic, said: “We are excited to have MS
Dhoni on board. He is an icon in the truest sense of the term and a part of
India’s sports and pop culture fabric, and the values he represents – trust,
reliability, efficiency, and adaptability – are the ones that, as a brand,
Panasonic always strives to uphold. It is a partnership that I believe will
find strong emotional resonance and establish Panasonic firmly as one of
India’s most admired consumer tech brands.”
Commenting on his latest association, Mr
Mahendra Singh Dhoni shared: “It’s great to
join hands with a brand that reflects shared values like reliability, trust,
and a constant drive to improve. I have enjoyed working with the team at ITW
Universe and look forward to this latest journey and to see what path
Panasonic’s technology and innovative products chart in the future.”
In bringing the partnership to life, ITW’s
talent management vertical, ITW Influence, and ITW’s Integrated Marketing
Services (IMS) division helped map the attributes that best described Dhoni and
the key brand attributes of Panasonic to draw out the strategy for the brand
and facilitated the onboarding.
ABOUT ITW Universe
ITW Universe is a leading marketing, media,
and consulting agency that helps brands scale through insight-led strategy and
integrated execution. With deep expertise in sports marketing, content
creation, and influencer engagement, ITW has partnered with some of the world’s
most recognized brands to build campaigns that connect meaningfully with modern
consumers providing a single window to solutions ranging from Sports
sponsorship and marketing, Entertainment, Media Consulting, digital marketing,
influencer marketing, out of home advertising solutions, content creation,
placement, amplification, as well as live events, entertainment, and
activations. (www.itwuniverse.com)
