Brand Dhoni Still Going Strong In The World of Advertisements.

Captain Cool Mahendra Singh Dhoni may be out of the international cricket pitch but his appeal on the advertisement pitch will endure long, say brand experts. The former Indian skipper Mahendra Singh Dhoni will continue to tighten his grip in the world of Advertisements, his aura is such that he will always be on demand for the brands.

Harish Bijoor a strategist in Brand value said that Dhoni will remain a major force in the T20 format which is the “most commercial format that is there in India”. He adds, “Dhoni and his brand value will, therefore, see no decline provided his swashbuckling format of cricket ability sees no change. In fact, I see his brand value deepen as we see him in fewer fixtures than before.”

Lloyd Mathias, Business Strategist and former Asia-Pacific Marketing head of HP Inc, said, “Most cricketers’ brand value does indeed correlate with their active playing career, but for someone of Dhoni’s stature there will be a prolonged afterglow, that if properly nurtured may keep him much sought after.”

New fields of interest

Dhoni for the past few years has been showing his interest in business and had recently made some investments in new-age ventures such as Cars24, not only that he is the owner of an athleisure brand called Seven and a gym venture called Sportsfit World. He is also the co-owner of an ISL team called Chennaiyin F.C. As per experts Dhoni will now work towards expanding his business ventures and involve with brand engagements.

As per Duff & Phelps a Celebrity study on brand valuation, released in Feb 2019 said that Dhoni’s brand valuation was estimated to be $41.2 million and he is among the top 10 in the celebrity brand rankings. TAM Media’s Adex report says that Dhoni appeared in 44 brand campaigns in the year 2019 which included the Gulf Oil, Orient Electric Fans, Powerade, Indian Terrain, and Mastercard, among others.

Rakesh Khanna, MD & CEO, Orient Electric Ltd, said that the brand has been associated with the ace cricketer for more than 11 years. “In our advertisements, if you see, Dhoni has seldom been featured as a cricketer.

He is respected and admired as a thought leader showcasing strong values of credibility and reliability and his mass appeal goes beyond the cricket field,” he added.

Ravi Chawla, Managing Director, Gulf Oil Lubricants India Ltd, said, “We have had a long-standing and multifaceted association with Dhoni for nearly a decade. He is very passionate about the automobile segment and has helped us deepen our engagement with our consumers and we believe this journey will get further strengthened.”: