Newsmaker: Mahendra Singh Dhoni
A cricketer’s fortune swings with every match but winning the Twenty20 World Cup has made young skipper Mahendra Singh Dhoni the darling of a cricket-worshipping nation and marketers alike.
The 26-year-old wicket-keeper-batsman scores on many counts—but most as an astute, level-headed small town lad. However, what makes Mahi a cut above the rest is that he embodies the best of the aggressive Saurav Ganguly (on the field) and the nonchalant and cool Rahul Dravid (off it).
On his return to India after winning the first T20 World Cup, Dhoni simply commented that small town boys are generally mentally and physically tougher than those coming from the metros.
While big towners will duly dispute this, the theory does not lack takers. Reebok, which associates itself with cricket even at the grassroots levels, spotted Dhoni four years ago when he was playing for Jharkhand. Says Sajid Shamim, Director, Marketing & Products, Reebok India: “His biggest strength is his attitude. In him, I have found a unique combination of professionalism and personal warmth.”
Marketers, particularly, like his personality which the masses can identify with. “He has been a big hitter, but we have seen him mature as a player. Also, he goes into games with the hunger to win,” says Shamim.
He has already proved himself on the T20 field—and his endorsement fee has reportedly shot up from Rs 75 lakh-1 crore per brand to double that amount. So, it’s a good time to be in his shoes.
But how he tackles Ricky Ponting’s recently humbled Aussies and the Holy Trinity of Indian cricket—Sachin, Saurav and Rahul—will determine what his future as captain is like.
