Kinley looks to spread trust with MS Dhoni

Kinley, the packaged drinking water brand from Coca-Cola India, has unveiled its ‘Boond Boond Mein Vishwas’ (trust in each drop) campaign featuring Mahendra Singh Dhoni. 

 

The brand campaign looks to spread how Kinley stands for trust and purity and links it to Dhoni's career that was built on the same. It shows how his school coach trusted him at the age of 12 and goes on to show how that was the bedrock for his career which included two World Cup wins as captain of the men's cricket team. 

 

Karthik Subramanian, director - marketing, hydration coffee and tea category, Coca-Cola India and Southwest Asia, said, “Trust has and will remain an everlasting human value. Kinley seeks to emphasise the beauty and power of this emotion and how it is central to the progress we all make in our own life. Place your trust in someone and watch them soar to new heights. This value has been the foundation of the Kinley brand for over two decades through our product and actions, and this piece of communication reiterates the commitment of Kinley and The Coca-Cola Company to upholding this value.” 

 

Sainath Sarban, partner, Simple Studios, said “We knew we had to find a POV that would seamlessly align Kinley’s brand attribute of ‘trust’ with MS Dhoni’s trustworthy personality. We chose a humble and honest approach with M.S. Dhoni acknowledging that he is indeed ‘a product of constant trust’. We worked towards translating this thought into an inspiring cinematic creative piece and feel we have succeeded in finding the perfect balance between Kinley - the brand and MS Dhoni - the celebrity.”