Institute of Marketing Communications India®

Mahendra Singh Dhoni : Journey Continuous


Mahendra Singh Dhoni had recently retired from international cricket. This may have disappointed a lot of people including his fans but when we talk about marketers they are still counting him in.Our Captain Cool, Mahendra Singh Dhoni has always been favorite choice for various brands as their brand ambassador. Due to which he was pulled to some controversies too. His appeal to the Indian Audience has surpassed that of Sachin Tendulkar. In the early days of his career,Reebok signed Mahendra Singh Dhoni and had no clue of the fact that they were signing a prodigy.

Dhoni signed his very first ad for Karnataka Soaps and Detergents Ltd. (KSDL) popular soap brand, Mysore Sandal Soap,unlike a cricketer who would sign deals related to cricket stuff . However, the company quickly terminated the deal.According to the reports of AdEx India and Tam Media Research, Dhoni is the top most choice for e-commerce industry as well as Consumer Durable brands. He has been recorded to endorse more brands than any other celebrity in between January and November 2019. According  to reports  Dhoni had a brand value of $41.2 million.

Gulf Oil, TVS, GoDaddy, Pokerstars, redBus, Coca-Cola’s sports drink Powerade are some of the brands Dhoni is currently endorsing.

Brand partnerships deals make a big part of his earnings every year. Along with the brand deals the cricketer also owns Rhiti Sports Management. It’s a company-owned by Arun Pandey and Dhoni. Just four years ago they introduced an active lifestyle brand called Seven. Dhoni shared the screen with Big B in one of his ad campaign  ‘Hum banaye jo aapka dil chahe’. Dhoni proved that he is a hit in advertising pitch along with the cricket pitch. Under his captaincy India won the World Cup in 2011 and reached the semifinals in 2015. He has been awarded with 3 National Awards. Marketers still see a great influencer in Dhoni because of the robustness he possesses. 


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