The former Indian captain, Mahendra Singh Dhoni is still one of the world’s most popular sports personalities. Despite his retirement from international cricket in 2020, Dhoni remains a fan and brand favourite.
Dhoni had an illustrious career as an international cricketer. He was not only well-liked on the cricket field, but he also had a solid reputation on the commercial field. His massive fan following and impact across the nation lead the top brands to approach the 40-year-old to promote their products, which contributes significantly to MS Dhoni’s net worth.
Dhoni’s brand value has increased since his retirement. In early 2020, the Ranchi cricketer was endorsing approximately 25 brands. Currently, the former captain endorses around 35 brands. With several popular brands under his belt, it truly shows that the Indian cricket legend is a trendsetter in the industry. Just two months into 2022 and the Chennai Super Kings (CSK) captain has signed numerous lucrative brand endorsement deals and have also featured in some interesting ad campaigns.
Unacademy, an ed-tech company, had released a new advertisement starring MS Dhoni. The film was called ‘Lesson No. 7,’ which is a metaphor for Unacademy’s brand ambassador’s life journey. With this campaign, the brand hoped to inspire students to pursue their dreams.
Further, Mondelez’s Oreo cookie brand launched the #SayItWithOreo campaign. The brand seeks to encourage family playtime by nudging them to scan, play, and repeat with the introduction of alphabet embossed, scannable cookies. For the first time, the father-daughter duo of MSD and Ziva Dhoni bring this communication to life. The two go on an exciting adventure through the alphabet embossed cookies.
Back in February, Turtlemint, an insurance platform, had named the CSK captain as the brand ambassador. In addition, the insurance platform had also launched a 360-degree campaign called #ActiveHoJao to educate consumers about the importance of insurance and convert them into active customers.
Dhoni was quite a busy man as he was even featured in Kinley’s new campaign called ‘Boond Boond Mein Vishwas‘. The campaign aimed to instil trust in its audience.
The World Cup-winning captain also teamed up with Cars24, a used car retailer, for an exciting campaign. Ogilvy (North) directed and conceptualised the advertisement. Along with being the brand ambassador, Dhoni is also an investor in the firm.
For Bharat Matrimony, MS Dhoni featured in a new advertisement that showcased the women empowerment initiative of ‘Pehle Padhai Phir Shaadi’. Along with this, he also promoted a vaccination programme that safeguards infants from major diseases with GlaxoSmithKline Pharmaceuticals.
MSD has also been signed as the brand ambassador of South India’s largest and most experienced land aggregator and plot promoter, G Square Housing and the social skill gaming platform, WinZO.
Last but not the least, Star Sports acquired the services of one of the successful Indian captains for a promotional video for the upcoming edition of the Indian Premier League (IPL).
Dhoni will soon be seen on the pitch back as the captain of the Chennai-based team. Fans will be able to witness Dhoni’s helicopters from March 26 as he takes on Shreyas Iyer’s Kolkata Knight Riders (KKR) in the opening fixture of the IPL. If this season goes well for the CSK skipper, he will be all set for another mammoth year on the commercial field.