Dhoni, who represents the aspirations of millions, has a strong mass appeal and following compared to any other sporting icon in India, Exide Life Insurance said in a statement.
Dhoni has appeal that cuts across geography, gender and age groups, it said, adding, he is one of India's most celebrated cricketers, and the most successful captain of the Indian team and we are extremely excited to be associated with him.
Speaking about his partnership with Exide Life, Dhoni said: "This is my first endorsement deal in the insurance category. It helps Indians prepare financially for their long and happy life. Long term relationships build trust and I have always planned for the long term in all aspects of my life.