It’s official. Advertisers clearly have placed their bets firmly on World Cup-beating cricket Indian captain MS Dhoni, ahead of other sporting idols and Bollywood superstars.Television commercials (TVCs) featuring Dhoni outnumbered all others by a large margin including brand icons Sachin Tendulkar and movie star Shah Rukh Khan during the World Cup.
According to a recent TAM Sports report, commercials of brands endorsed by Dhoni grabbed 29% share of the total television ads during this year’s ICC World Cup.
Sports that featured Khan finished a distant second at only 10%, followed by Kareena Kapoor (8%) and Tendulkar and Hrithik Roshan (7% each).
“Mahi” currently endorses 23 brands that include Aircel, PepsiCo, Reebok and the Future group. He recently signed a R 8-crore one-year endorsement contract before leading India to the World Cup win.
“The last deal was signed before he brought the cup home. His new rates will shoot up by at least 40%,” said Arun Pandey, president, Rhiti Sports, an agency that handles his brand enagements. ”
An advertiser involved, asking not to be identified, said deals that involved Dhoni earlier wil not be renewed “as a policy” Sony Bravia, one of them, has seen January-March quarter sales double on the year.
“He creates the perfect synergy with our target audience” said Sunil Nayyar, senior general manager, sales, at Sony India.