MS Dhoni has been appointed as the national brand ambassador for DRiV, the aftermarket arm of Tenneco.
What happened?
DRiV operates as the dedicated aftermarket business of Tenneco, marketing over 30 brands across various vehicle segments.
Chintan Sopariwala, President of DRiV, stated that the company's brands have served customers for over a century.
Why it matters for MS Dhoni
Dhoni's public profile reflects the same qualities as DRiV's brands, including leadership, consistency, and the ability to perform under pressure.
Sanjeev Kumar Singh, Vice President and General Manager for DRiV South Asia, described India's automotive aftermarket as one of the most dynamic sectors globally.
What comes next?
Dhoni, who retired from international cricket in 2020, said he was drawn to the association partly through his personal interest in motorcycles and automotive components.
The company's house of brands includes names drawn from Tenneco's original equipment manufacturing operations, giving its aftermarket products direct lineage to factory-specification components.
Dhoni led India to victories in the 2007 ICC World Twenty20, the 2011 ICC Cricket World Cup, and the 2013 ICC Champions Trophy.
DRiV's portfolio includes over 30 globally trusted brands, backed by original equipment engineering and decades of heritage.
The company is backed by a nationwide distribution network and original equipment engineering heritage spanning decades.
Dhoni understands the importance of high-quality components and reliable performance, making him a suitable ambassador for DRiV.
The partnership highlights the strategic importance of the Indian market to DRiV's broader business.
DRiV has not previously appointed a celebrity face for any of its markets worldwide, making Dhoni's appointment a significant move.
The association is expected to boost DRiV's presence in India's dynamic aftermarket sector.