The former Indian skipper and India’s most successful captain in limited-overs cricket, MS Dhoni, bid his goodbye to international cricket leaving his fans feeling emotional all around the country.
Soon after that the social media buzzed with his name and #DhoniRetires hashtag was trending with tributes flowing from all quarters by cricket enthusiasts remembering his endowment to Indian Cricket. There were different business brands too who joined in to show their love for Dhoni.
- From Netflix India to Zomato, many brands wished luck to the ace cricketer in their creative ways while capturing the mood of Dhoni fans across.
- Amul shared a video tribute and created a new cartoon in ode to the cricketer, striking a chord with thousands of Dhoni fans on social media platforms.
- Indigo tweeted an ad evoking nostalgia about his Helicopter shot while Manforce Condoms’ and fast-food giant KFC were also quick to respond and joined to say goodbye to Captain Cool.
- Brands like Paytm, GoAir and Zomato were also on forefronts to display their affection for Dhoni.
Brands can be seen making the most out of the situation as Dhoni’s success has led to large brand endorsement deals leveraging his stable persona and immense popularity. Dhoni was the face of many brands last year including e-commerce and consumer durable companies. He also invested in internet companies such as Cars24 and Dream11.
According to a brand valuation study, the former Indian captain holds the ninth spot in brand rankings with a brand valuation of around $41.2 million.
The cricketer performing for Chennai Super Kings in the upcoming IPL may yield some nostalgic value for brands enticing them to invest in it.
Dhoni has always exemplified the spirit of a small-town boy who made it big and has been an inspiration for the younger generation. After his retirement too, he as a brand icon, can be seen as the new spirit of India and so he will always hold a certain value for the brands.