Captain Cool retires, but Brand Dhoni still a force to reckon with

His knack of reinventing himself will hold him in good stead, image consultants say

Dhruv Munjal | New Delhi
Last Updated at August 16, 2020 22:33 IST

The thing one that Dhoni will always have on his side are the countless memories he has created | Photo: Reuters

It is, perhaps, testament to his sterling, teflon-like popularity that between January and November last year, Mahendra Singh Dhoni endorsed more brands than Virat Kohli. According to a report by AdEx India and Tam Media Research, which was released in January, Dhoni was the face of 44 brands during the period, as opposed to Kohli’s 43. This may seem somewhat normal, but it’s not: a washed-up, semi-retired Dhoni should never have, ideally at least, been able to challenge the commercial might of prime Kohli, Indian cricket’s perennial poster boy.

TO READ THE FULL STORY, SUBSCRIBE NOW NOW AT JUST RS 249 A MONTH.

MONTHLY

₹ 249

Select

ANNUAL

₹ 1799

Select

Best Offer

SMART ANNUAL

₹ 1499

₹ 1799

Opt for auto renewal and save Rs 300

Select

What you get on Business Standard Premium?

Unlock 30+ premium stories daily hand-picked by our editors, across devices on browser and app.
Full access to our intuitive epaper - clip, save, share articles from any device; newspaper archives from 2006.
Curated newsletters on markets, personal finance, policy & politics, start-ups, technology, and more.
Pick your 5 favourite companies, get a daily email with all news updates on them.
26 years of website archives.
Preferential invites to Business Standard events.