The 45 million dollar man
MS Dhoni, the India captain, is the new king of good times with an endorsement deal that is worth Rs 210 crores
Akhila Ranganna
25-Feb-2013
MS Dhoni, the India captain, is the new king of good times with an endorsement deal that is worth Rs 210 crores. But is he worth that much, asks Ninad D. Sheth in Open, a weekly news magazine. And why are marketers in India so sold on celebrities as a way to boost their sales?
Why do the world’s best-known brands splurge so much cash on endorsements? What are the values they’re trying to turbo charge their own brand recall with? And finally, how enduring are these values?
This blend of an earthy image with the fact that Dhoni has not left his roots too far behind is critical for advertisers. Dhoni wears no cape, he is not invincible, yet he achieves and succeeds. He is someone you know and you like—there is an element of the real.
Akhila Ranganna is assistant editor (Audio) at ESPNcricinfo