Advertisement
Monday, Dec 06, 2021
Outlook.com
Cover Story

MS Dhoni: Goodluck Charm, Talismanic And An Advertiser’s Delight

With success, Mahendra Singh Dhoni’s fortunes have upwardly mobile. The former Indian captain gave India a spot among the highest earners in sports and continues to match the likes of Virat Kohli, dollar-for-dollar.

MS Dhoni: Goodluck Charm, Talismanic And An Advertiser’s Delight
Photograph by Jitender Gupta
MS Dhoni: Goodluck Charm, Talismanic And An Advertiser’s Delight
outlookindia.com
2019-04-19T19:24:32+05:30

From his gobsmacking pyrotechnics with bat and acrobatics behind the stumps to endorsing products, everything about Mahendra Singh Dhoni is atypical. After lending many products his great prestige and charm and boosting their sales over the years, ‘captain cool’ is unstoppable still. Quite oddly, in the autumn of his illustrious career, his demand as a brand is growing.

In the last year or so, advertisers are apparently seeking more of the talismanic Dhoni, says Arun Pandey, his manager and a former Bihar Ranji teammate. “Dhoni is presently endorsing 27 products. The only other time he endorsed so many brands was between 2010 and 2012 [when he was India captain across three formats]. In the last 15 months, he has signed 21 endorsement deals—12 new ones and renewed nine. He is in demand because people sign him as ‘Brand Dhoni’ and not just as a cricketer,” says Pandey, chairman and MD of Rhiti Group, which manages 37-year-old Dhoni.

Advertisement

Outlook Newsletters

Advertisement
Advertisement
Advertisement

Read More from Outlook

Songs Of Freedom & Redemption: The Unsung Stars Of Hip-Hop

Songs Of Freedom & Redemption: The Unsung Stars Of Hip-Hop

In impoverished neighbourhoods across the world are the true heroes, the unsung stars of hip-hop.

Nagaland:14 Civilians, One Soldier Killed In Firing And Rioting

Nagaland:14 Civilians, One Soldier Killed In Firing And Rioting

Nagaland tension: The mob went on a rampage, demanding immediate action against the security personnel who was involved in the killing of the 13 civilians.

Patel Reflects On His 'Dream Year,' Talks About Three All-rounders

Patel Reflects On His 'Dream Year,' Talks About Three All-rounders

Axar Patel has so far claimed 36 wickets in five Test matches in 2021, including five fifers and one 10-wicket haul.

Himachal Pradesh Becomes First State To Achieve 100 % Vaccination

Himachal Pradesh Becomes First State To Achieve 100 % Vaccination

Himachal 100 % vaccination: Union Minister for Health Mansukh Manadaviya said the Himachal model will be replicated in other states in the country.

Advertisement