Mumbai : Despite India’s loss in the World Cup semi-final, brand MS Dhoni is likely to remain strong, said sports marketers and media planners.
Dhoni was the top scorer in India’s match against Australia and his brand image as a fighter will remain intact, said Indranil Das Blah, chief operating officer of sports management firm Kwan.
The Indian captain announced his retirement from Test cricket a few months back, after which many speculated that his endorsements would dwindle. That has not happened. He is by far the most expensive cricketer in India, charging Rs 12-14 crore per brand endorsement.
Also, speculation that he might announce his retirement from one-day internationals after the World Cup was put to rest by Dhoni, 33, in a post-match chat after India’s loss at Sydney. He would think about playing in the 2019 World Cup after next year’s T20 World Cup, he said.
Dhoni is still the captain of the Indian oneday and T20 teams as well as the Chennai Super Kings Indian Premier League team and his brand value will remain strong while his brand endorsement rate will not soften, said Melroy D’Souza, chief operating officer of Professional Management Group.
“I would say the Indian team has exceeded (expectations) in their performance. Most experts had predicted that India would get knocked out before the quarter finals,” he said. “The team had seven consecutive wins. And I would believe that after this Dhoni has emerged as a better leader.”
Dhoni endorses more than a dozen brands, including PepsiCo (cola and snacks), footwear firm Reebok, telecom services provider Aircel, fan maker Orient, two-wheeler manufacturer TVS, nutritional drink Boost, lubricants maker Gulf Oil and suitings firm Siyaram.
Star Group’s Fox Star Studios and Inspired Entertainment, promoted by Dhoni’s management agency Rhiti Sports, is producing a biopic on him. The co-producers are likely to make as much as Rs 30 crore as brands endorsed by the cricketer are expected to be part of the movie.
“One semifinal loss does not change anything,” said Anita Nayyar, chief executive officer for India and South Asia at media buying group Havas Media. “You can’t take it away from him–he resonates as a brand with audiences.”
Team India’s exit will make no dent in Dhoni’s brand value as long as he continues to perform, said Ashish Bhasin, chairman and chief executive officer, South Asia, at Dentsu Aegis Network.
Nayyar, however, pointed out that if India had won the cup, Dhoni’s rates would certainly have gone up further.
Blah of Kwan said if Dhoni does retire from one-day internationals, it will take a while before his brand value takes a hit. “His brand value will sustain till another crop of superstars come along. Right now there is only (Virat) Kohli,” he said.
