Mumbai: In a landmark move celebrating one of cricket’s greatest icons, Men of Platinum has launched #HonourThe7, a fan-driven digital campaign to pay tribute to MS Dhoni’s enduring legacy. The initiative, part of the broader Men of Platinum x MS Dhoni Signature Edition, invites fans to express their admiration by submitting a heartfelt 7-word tribute via a dedicated WhatsApp journey. Each entry is transformed into a personalized, AI-generated video anthem, offering fans a unique digital keepsake and the chance to win match tickets to select CSK games.
Expanding its reach through a robust media plan that spans digital, social, print, and innovative platform integrations, the campaign is designed to capture the essence of what makes Dhoni a true legend. In addition to the digital activations, Men of Platinum has partnered with ESPN Cricinfo to launch an exclusive content series titled “Men of Platinum presents The Dhoni Legacy,” hosted by Raunaq Kapoor and featuring cricketing luminaries such as Anil Kumble, Tom Moody, Ambati Rayudu, Ian Bishop, and Sanjay Manjrekar. This series will offer behind-the-scenes insights and personal anecdotes, reinforcing the brand’s commitment to celebrating Dhoni’s remarkable influence.
Speaking on the initiative, Sujala Martis, Consumer Marketing Director, Platinum Guild International (PGI)-India, said, “The MS Dhoni Signature Edition was crafted to capture more than just a name—it’s a tribute to the values, and the legacy of a true icon. This IPL, the collection becomes even more meaningful as Dhoni takes the field once again, igniting unmatched emotion in fans across the country. Today, fandom is immersive—fans don’t just watch the game, they live it. They express it through reels, memes, placards, and personal stories. With #HonourThe7 and our ESPN Cricinfo series, we’re giving them powerful new ways to engage. Just like platinum, MS Dhoni’s legacy is rare and enduring—and this campaign is our tribute to the values that make him a true Man of Platinum.”
Tenzin Wangdi, Group Creative Director, Famous Innovations, added, “When we set out to celebrate Dhoni, we knew it had to be personal and something that put the fans at the heart of it. After all, no one understands Dhoni’s impact better than them. So, we gave them a chance to express it in just 7 words. #HonourThe7 is a collective tribute, written by those who have watched, cheered, and been inspired by a legend.”
Commenting on the campaign’s cultural resonance, Shekhar Banerjee, Chief Client Officer and Office Head (West, North and East) at Wavemaker, shared, “Our Idea with this collaboration was to turn the brand idea into a cultural moment. #HonourThe7 is offering Dhoni’s fans a unique digital platform to celebrate his greatness. With a thoughtfully designed campaign from Idea to Media strategy, we have transformed fan tributes into timeless digital legacies, ensuring MS Dhoni’s enduring influence and the Men of Platinum philosophy shine brighter than ever.”
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