Rigi's campaign showcases MS Dhoni getting into humorous tiffs with content creators

Rigi, the platform where creators can strengthen their communities, enhance engagement and earn money, has launched its new awareness campaign, which has been produced and directed by The Rabbit Hole.

The light-hearted campaign, written and directed by Vishal Dayama and Tanmay Bhatt, produced and directed by The Rabbit Hole, stars cricketer MS Dhoni. The campaign spans across four films and centres on his ambition to learn about content creation from creators like Tanmay Bhatt, Kusha Kapila, Sharan Hegde, and Gaurav Taneja.

The campaign incorporates a call-to-action, urging viewers to download the Rigi app for one-on-one paid sessions with the creators.

The Rigi Campaign features Dhoni as the brand ambassador, showcasing his transition from cricket to becoming a creator in an attempt to display his expertise in many fields and pass on his years of experience through content creation.

Dhoni seeks advice from creators on how to become a successful YouTuber, educate about edtech/fintech, vlogger, and insta creator, respectively. In each video, the content creators recommend Dhoni to join them in a one-on-one paid session on the Rigi app, resulting in a call to action at the end.

The campaign highlights the importance of seeking guidance from experts in different fields of content creation and stepping out of one's comfort zone to explore new avenues.

M.S. Dhoni channels his inner mischief as he suggests slapping copyrights on the Dhoni memes that Tanmay Bhatt reacts to.

M.S. Dhoni unleashes his playful wit and rejects Sharan Hegde for Warren Buffet.

M.S. Dhoni goes rogue and makes Gaurav Taneja lose followers and moves to Rashi to learn about vlogging.

M.S. Dhoni taps into his sly side and leaves Kusha Kapila fuming as he bypasses her and seeks reel-making lessons from Prajakta instead.

Saptarshi Ray, who handles creative marketing at Rigi, commented, “We are thrilled to launch this campaign with MS Dhoni on board to showcase the potential of our platform. Our goal has always been to empower creators with the tools they need to connect with their audiences and monetise their content, and this campaign highlights that perfectly. With great partners in Vishal, Tanmay and The Rabbit Hole, we look forward to seeing the impact this campaign will have on our community.”

Rishabh Khatter, Business Head of The Rabbit Hole, (Zoo Media Network), said, “At The Rabbit Hole, we take the opportunities to elevate a campaign very seriously and with so many great stakeholders and pieces of the puzzle coming together, things just fit right. With Rigi championing the share of voice in the creator and community building space we have faith that this partnership will triumph.”

Directed by The Rabbit Hole’s very own Dipro Ghosal and produced by Apurva Gabhe, Kalpesh Dubey, Bhumit Shah and account managed by Pooja Dua.