ardly a year into his second innings in international cricket, Mahendra Singh Dhoni has become a red-hot brand. A nominee for MTV's Youth Icon this year, his fans range from Pakistan President Pervez Musharraf to Indian yoga guru, Baba Ramdev. Professionally, he is at No 4 in the ICC (International Cricket Council) rankings for one-day international players. The Brand Reporter (April 16-30, 2005) had predicted something on these lines for the dashing wicket keeper batsman. What are the brands Dhoni is promoting?

According to Jeet Banerjee, managing director, Gameplan Sports, a Kolkata-based celebrity management company, which manages the stylish cricketer's endorsements, the Dhoni kit is heavy. The list features brands such as Reebok, Pepsi, Exide Batteries, Mysore Sandal Soap, Orient Fans and TVS Motorcycles. He has also been signed by Nazara Technologies, a mobile gaming and content company. Dhoni will also appear as brand ambassador for Videocon. Besides, he will also feature in ads for a mobile phone service provider, and a petroleum product. So what makes him saleable?... more