Mahendra Singh Dhoni: Star player Mahendra Singh Dhoni may have retired from international cricket, but he continues to shine in the advertising world. According to data released by TAM Sports, a division of TAM India Research, Dhoni is currently associated with 16 brands. The industry estimates that Dhoni can earn between Rs 120 and 150 crores only through advertisements in the IPL. Mahendra Singh Dhoni currently has advertisements for several well-known companies including Association of Mutual Funds of India (AMFI), Khatabuk, Dream 11 and PokerStars.
Mahendra Singh Dhoni announced his retirement from international cricket in August this year. However, he is currently associated with the IPL and is one of the most popular team captains of Chennai Super Kings. Ambi Parameswaran, the founder of BrandBuilding.com, says that Dhoni has the ability to show himself as an actor. They have a different personality in every advertisement. This is a matter of inspiration for advertising companies.
More time for advertisement
Experts believe that there are several reasons for choosing many brands for Dhoni. What an advertiser usually sees before advertising to a popular person. He sees the availability of athletes/actors, reluctance towards endorsers of certain product categories, costs and brand activation windows. Before the outbreak of the Coronavirus epidemic, Dhoni was not playing for India. So he got more time to shoot for advertising films.
Dhoni has been a big brand
Ajith Ravindran, the founder and MD of Meraki Sport and Entertainment, says that his popularity should be added to cricket fans. If we take a special look at IPL, then Dhoni has always been the biggest brand compared to Virat and that is why most of his advertisements are active during IPL.
Virat Kohli charges less
According to Bhairav Shantha, co-founder and MD of ITW Consulting Pvt Ltd, one reason is that he charges 25–30 per cent less for advertising than his colleague Virat Kohli. Dhoni charges between Rs 4-6 crore per day for the brand, which is up to advertisers. Interestingly, Dhoni has maintained his rates in this IPL despite announcing his retirement. This year, it is estimated that Dhoni can earn Rs 250 crore from long term endorsement contracts.
Top of the Season Brand Ambassador
According to Bhairav Shanth, many people believe that brand Dhoni will remain popular among advertisers. Brands naturally want to bet on someone as long as it is relevant and in the discussion. But in the case of Dhoni, some deals last longer than a season. He has always been a top brand in the minds of cricket lovers. There may be some impact due to retirement, but it seems that most of the brands have signed Dhoni because he is the perfect off-season brand ambassador.
(Story: Vainavi Mahendra)