Captain Cool brand value rockets into space

By SHAMIK CHAKRABARTY

Kolkata, Sept. 28: Brand MSD is set to rock. The World Twenty20 win has not only ensured a windfall for India captain and his colleagues, but also promises to send Mahendra Singh Dhoni’s personal brand value sky-rocketing. His marketing agents, Gameplan, believe if the Ranchi lad performs consistently and the team is reasonably successful then, Dhoni as a brand, will close in on the heels of Sachin Tendulkar two-three years down the line.

Surprisingly, Gameplan have not increased his rates even after the Twenty20 win. "We didn’t drop his rates after the World Cup in the Caribbean, when the market and the situation were pretty adverse. Now, after winning in South Africa, we have not increased his rates," a Gameplan spokesperson told this newspaper.

The company roped in Dhoni in 2004 when he was yet to make his international debut. The contract period will end in 2007. "We spotted quality in him and our decision has been vindicated. I don’t know whether he will press for a increase in the contract amount after the ongoing retainership period ends. We have a personal kind of relationship with him. Let’s see what happens," the spokesperson said.

The company, however, admitted that there would have to be a "substantial hike" in the contract amount now and that they would face competition from other agencies as well to keep Dhoni as a client. Percept Holdings have already predicted a 100 per cent jump for the stumper.

Globosport India vice-president Anirban Das Blah, however, feels that Dhoni’s brand value is directly proportional to his performance on the field. "Obviously Dhoni and Yuvraj are going to reap the most benefit from India’s triumph. But for Dhoni to be a brand himself, he needs to stand for something.

Tendulkar is a national hero, Dravid is ‘Mr Dependable’ or Yuvraj represents style and youth. Dhoni is not a brand unto himself yet. So for the moment, his popularity varies with his performance. But if he can add that aspect — a particular image that can be associated with him — he has the potential to be a brand like Tendulkar three-four years down the line," Mr Blah told this newspaper.

Dhoni makes his debut as ODI captain on Saturday. The series against Australia and the following one against Pakistan are going to make "significant impact", it is felt.

Dhoni, with his locks and swagger has been a pin-up boy ever since he made his debut for the country. To start with, his rate used to be Rs 10 to 15 lakh per year for each advertisement. It touched the Rs 40-lakh mark after his 183 in the Jaipur ODI against Sri Lanka in 2005. His present rate is between Rs 1 and Rs 1.5 crore per endorsement.

At the moment, he endorses 7UP, TVS Motors, Reebok Sara Lee products, Videocon, Sonata watches, besides a plethora of other brands. According to market sources, he is at the moment third in the celebrity endorsement space, behind Tendulkar and Dravid, among cricketers with overall figure around five crores.

However, captaining India has its negative sides as well. The burden made even the likes of Dravid sulk. It can affect one’s performance. Dhoni, himself, saw this side when his new house in Ranchi was attacked after India’s loss in the West Indies. Maybe this was the reason why he said to his teammates, "Stay cool, keep your feet on the ground", after winning the final against Pakistan.

Source: www.asianage.com