ITW Universe Brings MS Dhoni on Board for Panasonic Life Solutions India’s AC Portfolio Push

ITW Universe has facilitated a partnership between MS Dhoni and Panasonic Life Solutions India as the company looks to strengthen its AC category, especially in the AI-enabled and energy-efficient segment. Dhoni will endorse Panasonic’s new line of smart ACs aimed at expanding reach in both premium and mass markets.

The collaboration builds on ITW Universe’s ongoing work with major consumer brands and its previous associations with Dhoni across multiple campaigns.

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.”

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 the association, Mahendra Singh Dhoni said: “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.”

The onboarding process was executed by ITW Universe’s talent management arm, ITW Influence, along with its Integrated Marketing Services division, which mapped Dhoni’s attributes to Panasonic’s brand positioning and category objectives.

The development comes at a time when consumer-durable companies are increasing investments in celebrity-led marketing to drive differentiation in a highly competitive AC segment.