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It seems brands are now looking for a more youthful and energetic icon as captain cool <keyword id="6354832" type="ORGANIZATION" weightage="20" keywordseo="MS-Dhoni">MS Dhoni</keyword>’s brand endorsements have come down to 10 from 18. 
 The recent brand to end its association with <keyword id="6397" type="PERSON" weightage="20" keywordseo="Dhoni">Dhoni</keyword> is PepsiCo, which ended the 11-year-old association with him and announced <keyword id="6354486" type="PERSON" weightage="100" keywordseo="Virat-Kohli">Virat Kohli</keyword> as the new icon. 
 
Dhoni was associated with PepsiCo since 2005 and did some amazing campaigns such as 'Oh Yes Abhi' and 'Change The Game'. 
 
PepsiCo V-P for beverages Vipul Prakash said, “At PepsiCo, our focus in advertising and marketing is to make our products the hero and celebrate the hero. The idea will always play the most important role. If there's a role for the celebrity that helps take forward the idea of celebrating our product, we're more than happy to taking it further.” 
 
Industry experts say Kohli is the new choice as he exudes more flamboyance. Also, as per reports he charges around Rs 2 crore a day versus Rs 1.5 crore by Dhoni and when it comes to annual contracts, Dhoni's fee is Rs 8 crore. 
 
Meanwhile, till 2014, Dhoni endorsed 18 brands including Pepsi, Reebok, Boost, Dabur, Sony, TVS Motors, Videocon, Orient Fans and Big Bazaar. 
 
In April, Dhoni voluntarily quit as brand ambassador of realty firm Amrapali. 
 
"Every star, Indian or international, sees this transitional phase of graduating from a youth icon to an all-time legend. We could compare this to the careers of Sachin Tendulkar, when he signed brands like Audemars Piguet, BMW and RBS. Or like Tiger Woods with Accenture. Dhoni is likely to attract mature brands and consolidate more with SEC A+, 30-year-old-plus audiences," Sangeet Shirodkar, director at Off-Spin Sports and Entertainment, told ET.

Virat Kohli is the new choice as PepsiCo ends 11-yr-long association with MS Dhoni

<ul><li>M S Dhoni signed new deal with Coca Cola; to endorse <keyword id="146909" type="PERSON" weightage="20" keywordseo="Powerade">Powerade</keyword> </li><li>Dhoni’s previous soft drink endorsement was for Pepsi; which ended in 2016 </li><li>Coca Cola’s Powerade will directly compete with <keyword id="54572" type="COMPANY" weightage="20" keywordseo="PepsiCo">PepsiCo</keyword>’s Gatorade. </li></ul>Indian cricketer M S Dhoni signed a deal to endorse Coca Cola’s new brand of soft drinks called Powerade. The deal is estimated to be worth ₹150 million over three years <a href="https://brandequity.economictimes.indiatimes.com/news/marketing/ms-dhoni-makes-a-come-back-to-the-land-of-softdrinks-to-endorse-powerade/69818482">according to Economic Times</a>. The Rhiti Group, manages M.S Dhoni has confirmed the deal but did not comment on details. According to Arun Pandey, the chairman of the firm, “M S Dhoni has signed a mulyi-year endorsement deal with <keyword id="6391475" type="ORGANIZATION" weightage="20" keywordseo="coca-cola">Coca-Cola</keyword>’s Powerade. He has over 30 brand associations presently.” Dhoni’s previous soft drink endorsement deal with Pepsi Co ended in 2016. In the 11-year old association, the cricketer endorsed both Pepsi Cola and Lay’s chips. He was also the face of campaigns like ‘Oh Yes Abhi’ and ‘Change The Game’. Coca Cola has planned a multimedia campaign featuring Dhoni and Powerade. This drink will compete directly with PepsiCo’s Gatorade. Dhoni’s brand value and endorsements had slumped after he retired from test cricket in 2014. A 2018 celebrity brand valuation report by global valuation and corporate finance advisory firm <a href="https://brandequity.economictimes.indiatimes.com/news/marketing/ms-dhoni-makes-a-come-back-to-the-land-of-softdrinks-to-endorse-powerade/69818482">Duff &amp; Phelps</a> estimated Dhoni's brand value at $26.9 million, twelfth in celebrity brand value. He was the only sportsman in the list, after captain <keyword id="6354486" type="PERSON" weightage="20" keywordseo="virat-kohli">Virat Kohli</keyword>, in the top dozen. The 37-year-old’s brand value saw a resurgence in past two years. Industry experts are of the <a href="https://brandequity.economictimes.indiatimes.com/news/marketing/ms-dhoni-makes-a-come-back-to-the-land-of-softdrinks-to-endorse-powerade/69818482">opinion</a> that Dhoni, widely believed to be playing his last World Cup, is a brand that has revived with a different niche. Dhoni, who captained India in to win the 2011 World Cup, is learnt to charge about ₹50-80 million a year for endorsements. This year, the cricketer signed endorsement deals with bus-ticketing platform major redBus, and toothpaste brand Colgate. Last year, he signed more than 10 endorsement deals including <a href="https://brandequity.economictimes.indiatimes.com/tag/mastercard">Mastercard</a>, BharatMatrimony, German cybersecurity company WardWiz, fantasy sports platform Dream11, <a href="https://brandequity.economictimes.indiatimes.com/tag/Snickers">Snickers</a> chocolates, online pharmacy Netmeds, domain registrar and web hosting company <a href="https://brandequity.economictimes.indiatimes.com/tag/GoDaddy">GoDaddy</a>, luxury watch <keyword id="742777" type="COMPANY" weightage="20" keywordseo="Panerai">Panerai</keyword>, and automotive batteries and solar applications brand LivFast. He also endorses his own sportswear brand Seven promoted by Rhiti Sports, launched in February 2016, and a chain of gyms by the name of SportsFit World, which he started in 2012.

Dhoni to power Coca Cola’s Powerade; signs 3 year endorsement deal

<ul><li>In our latest episode of BTS with Insiders, we got chatting with <keyword id="212001" type="PERSON" weightage="20" keywordseo="Agnello-Dias">Agnello Dias</keyword>, Creative Chairperson, Dentsu Aegis Network India and Co-Founder, Taproot Dentsu and <keyword id="343974" type="PERSON" weightage="20" keywordseo="Santosh-Padhi">Santosh Padhi</keyword>, Co-founder and Chief Creative Officer, Taproot Dentsu about a few campaigns close to their hearts.</li><li>They took us behind the scenes of popular campaigns like Pepsi's Change the Game and <keyword id="15491" type="COMPANY" weightage="20" keywordseo="Airtel">Airtel</keyword>'s Har Ek Friend Zaruri Hota Hai, among others.</li></ul> It was in 2009 that Agnello Dias (Aggie) and Santosh Padhi (Paddy), two people pegged as the hottest creative stars in Indian advertising came together and founded Taproot. Within just a few years of starting the agency, it boasted of an enviable roster of brands it had created campaigns for including <keyword id="54572" type="COMPANY" weightage="20" keywordseo="PepsiCo">PepsiCo</keyword>, Airtel and Bennett, Coleman &amp; Company. Three years later, Japanese advertising major Dentsu acquired a majority in the agency. Over the past 11 years, with Aggie and Paddy at the helm of affairs, the agency has come up with some memorable, powerful campaigns that have helped brands tell wonderful, engaging stories. As a part of our latest series, BTS with Insiders, we spoke to the creative duo about some of the most memorable campaigns they have created together. Here are a few of the stories they shared with us. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div> Pepsi ‘Change the Game’ campaigns We all know about the cola wars of the past when players like Pepsi, Coca-Cola and Thums Up would all try to come up with irreverent campaigns, poking fun at each other. In 2011, Pepsi was the official World Cup sponsor. It was a brand that had always stood for irreverence, and everything that was anti-authoritarian and anti-establishment. In the past, it had roasted Coca-Cola when it was the official world cup sponsor with its cheeky, ‘Nothing Official About It’ campaign. So in 2011, when it was the official sponsor, its brief was unique. It wanted to say it is the official sponsor, while also making a statement that it is proudly irreverent. “During the discussion around the campaign, we stumbled upon the insight that the game itself had become far more irreverent than it was say 15-20 years ago,” said Aggie. The agency then decided to manifest this irreverence of the game by depicting a few key shots that the newer breed of cricketers had started playing. “Once we came up with the idea, the client was perceptive enough to see its power straight up,” added Aggie. The agency came up with five films featuring star cricketers and their trademark shots - MS Dhoni’s ‘Helicopter shot’, Virender Sehwag’s ‘Upper cut’, Harbhajan Singh’s ‘doosra’, Kevin Pietersen’s‘Switch hit’ and Tillekratne Dilshan’s ‘Dilscoop’. The campaign went on to become a huge hit, so much so that Pepsi replicated the idea in other markets like Bangladesh and Sri Lanka. “It also was a very special campaign for us because it was perhaps for the first time that such a huge brand chose to work with a smaller, independent agency. It totally changed the game for us,” added Paddy with a smile. Airtel’s ‘Har Ek Friend Zaruri Hota Hai’ Before Airtel’s friendship campaign, the brand every year would come up with a campaign that would put out a world philosophy that could be appropriated by mobility, shared Aggie. “That was the time when all brands were trying to build the category, nobody was trying to take each other's market share. The brief given to us that time was that we don't see anything wrong in what we are doing by putting out a life philosophy about how the world is getting more connected except that our tone and manner is making us sound old-fashioned. The brand said that they didn’t want to become younger or exchange market shares. It just wanted to keep its philosophy, while saying it in a younger manner,” he explained. That’s how the agency thought of giving out a philosophy but not from a pulpit. The idea took birth when the agency started discussing about 3 am friends who one could turn to if someone was in trouble. And that’s how the campaign took shape. What also makes the ad memorable is the jingle created by music composer Ram Sampath, who was given the task of creating a song without using any real instrument. All the percussions in the ad come from things one might find in a classroom, including notebooks, dusters and even dustbins. The campaign went on to become a huge hit. <keyword id="6377547" type="ORGANIZATION" weightage="20" keywordseo="adidas">Adidas</keyword>’ Odds In wake of the 2016 Paralympic Games, Adidas came up with a unique initiative called ‘Odds’ where para-athletes, primarily blade runners, were given a pair of the same side footwear instead of the usual pair that is sold to consumers. The campaign spoke about the inspirational story of <keyword id="2726242" type="PERSON" weightage="20" keywordseo="Major-DP-Singh">Major DP Singh</keyword>, a Kargil war veteran who lost his leg but not his determination. “We got the insight for the ad from a simple idea. One of the kids at the agency said what if we dedicate 2 left or 2 right shoes to para-athletes? We thought it must already have been done by some brand. We were really surprised to see that it had never been done and its such an injustice on the community that for years they had to buy a pair of shoes from which they could only use 1. So we thought we had to make this larger than life,” shared Paddy. They approached Major DP Singh who agreed to be a part of the campaign and the rest, as they say, is history. Paddy also shared a life lesson that he got from Major Singh. “On the first day of the shoot, we went to the top of a mountain at 4am where he used to practice to capture the early morning sunlight. Since the spot was far from the city, we travelled for an hour. He was an army guy and wanted a proper schedule. We gave him one and told him we will finish the shoot in 2 days. The packup for the first shoot was supposed to happen at 8 or 8:30 which got delayed by an hour or so. By the end of it, he wasn’t happy and went home. And he didn’t come to the second location. When the producer tried to reach out to him he said, ‘Please tell Adidas, Taproot and Paddy that I am done with my shoot.’ We were really shocked as we had a packed schedule. So I went to his house and asked him what happened. So he said, ‘I am an army guy and I follow schedule. If your shoot was getting delayed, someone should have come and informed me. I respect time and if I respect time, you should respect me.’ I apologized and assured him that something like this never happens again. So this wasn’t just a learning for me but for everyone else who was present at the sets that day,” reminiscened Paddy. <keyword id="5709" type="COMPANY" weightage="20" keywordseo="mumbai-mirror">Mumbai Mirror</keyword> Mumbai Mirror is a tabloid from the stable of the <keyword id="6356641" type="UNKNOWN" weightage="20" keywordseo="Times-of-India">Times of India</keyword> group, a brand that Taproot had been handling for a while. The brief given to the agency for the campaign was simple, “The client said here are 6 stories we have broken, please showcase these stories. It was from there that we took the leap and said that newspaper is the voice that amplifies the voice of the oppressed. There were stories that would not make it to the national newspaper but its players like Mumbai Mirror that take these smaller oppressed voices and amplifies them,” said Aggie. Those who have watched the campaign know that it makes its point heard loud and clear. The idea was to deliberately make the campaign disturbing. “There have been opinions about why the film was so shrill, it could have been toned down. But in my opinion, when you are taking this stance it can be either disturbing or it can’t be this at all. Then it would just need to be a completely different thought. And that’s why we decided to make it that aggressive,” explained Aggie. Times of India – Farmer Suicide campaign The last campaign that the duo spoke about went on to become one of their most awarded one. Our country is no stranger to the disturbing news of farmer suicides ever year. It’s still an ongoing issue and the agency wanted to bring out the stories of these farmers who simply become a statistics every year. The agency used burnt hay to make portraits some of the farmers who had committed suicide, leaving behind families of 4-6 members. “These paintings were sold and whatever money we made out of, we gave to the family members because once the earning member of the families pass away, the others also die a slow death. This was what we did in the first year. In the second year, TOI got on board the Samaj Seva Charitable Trust. We did a TV commercial and some billboards, as a second leg of the campaign. Because of the simplicity of the campaign, it did really well. It did well for us too as we picked up a lot of awards. It looks like something made out of something but how lovingly you do it and how relevant you are, makes or breaks the campaign,” said Paddy.

BTS with Insiders: The stories behind some of Taproot Dentsu’s most iconic campaigns

Amid suspension of two IPL teams - Chennai Super Kings (CSK) and <keyword id="13802" type="CITY" weightage="80" keywordseo="Rajasthan-Royals">Rajasthan Royals</keyword> (RR) – for two years, the corporate India and <keyword id="54572" type="CITY" weightage="80" keywordseo="PepsiCo">PepsiCo</keyword> might not be interested in any Indian Premier League (IPL) related events or projects. PepsiCo might not bid again for title sponsorship of the IPL after its five-year contract ends in 2017, three industry insiders told the Economic Times, a day after a <keyword id="6354977" type="ORGANIZATION" weightage="60" keywordseo="Supreme-Court">Supreme Court</keyword> panel called for the suspension. 

	Moreover, top companies will remain cautious if the scandal-ridden ILP decides to auction two new teams to replace suspended teams - CSK and RR. 
 This could mean the <keyword id="81008" type="ORGANIZATION" weightage="40" keywordseo="Board-of-Control-for-Cricket-in-India">Board of Control for Cricket in India</keyword> (<keyword id="6354756" type="CITY" weightage="80" keywordseo="BCCI">BCCI</keyword>) may not get high valuations as it did when the Pune and Kochi teams were sold, a fresh auction may offer some a chance to buy teams and players at lower prices. 

	A Pepsi executive told ET: “There has been too much controversy in the IPL and the internal thought process is that the company doesn't want to re-bid for the title sponsorship." 
 

	He added: "Title sponsorship is a direct association with the brand image, which directly risks getting impacted by controversy." 
 

	PepsiCo won the right to attach its name to the tournament with a 396 crore bid for a five-year period that started 2013, the very year in which the spot fixing scandal broke with the arrest of three cricketers. 
 Pepsi's bid was almost twice what the previous sponsor, real estate firm <keyword id="6362997" type="CITY" weightage="80" keywordseo="DLF">DLF</keyword>, had paid the BCCI for the 2008-12 term. 

	Meanwhile, the Indian cricket board is learnt to be considering running the two franchises by itself. It is also considering the option of asking Kochi team to make a comeback, which will help it save Rs 550 crore. 
 

	Earlier, a court-appointed arbitrator has asked the BCCI to pay team Kochi a compensation of Rs 550 crore for terminating the franchise agreement in September 2011.
 "The risk around IPL will be discounted in the bids and eventual prices could be lower than 2008 levels," said <keyword id="7025" type="PERSON" weightage="60" keywordseo="Venugopal-Dhoot">Venugopal Dhoot</keyword>, chairman of Videocon. Dhoot sees this as a great opportunity to buy a team, given the possibility of much lower prices and the fact that top players from the suspended teams such as MS Dhoni, <keyword id="14587" type="PERSON" weightage="80" keywordseo="Suresh-Raina">Suresh Raina</keyword>, R Ashwin, <keyword id="58128" type="PERSON" weightage="80" keywordseo="Dwayne-Bravo">Dwayne Bravo</keyword>, <keyword id="55681" type="PERSON" weightage="80" keywordseo="Brendon-McCullum">Brendon McCullum</keyword>, Ajinkya Rahane and <keyword id="84726" type="PERSON" weightage="100" keywordseo="Steve-Smith">Steve Smith</keyword> could be up for grabs. Dhoot said he will be more cautious now while assessing and bidding. The latest IPL franchise, Hyderabad, was bought by the Sun Group for Rs 85 crore a year in 2012, which was half the Rs 170 crore a year that the <keyword id="31906" type="COMPANY" weightage="80" keywordseo="Sahara-group">Sahara Group</keyword> bid to get the Pune franchise in 2010. The cheapest IPL team, Rajasthan Royals, was originally auctioned in 2008 for about Rs 26.8 crore a year and the most expensive at that time was <keyword id="13880" type="COMPANY" weightage="80" keywordseo="Mumbai-Indians">Mumbai Indians</keyword> for Rs 44.1 crore a year. 

	ET spoke to the CEO of a bank, the owner of a large retail chain, and spokespersons for an auto major, a mining firm and a telecom major to assess the prospects of a possible fresh team auction. All said they would not be bidding even though most of them had shown interest in IPL over the past few years.
 

	While some said that it is not their business, others pointed out that even with a possible discount, it is still a very expensive proposition.
 

	"There are too many other sports that have come up in recent times where investments are much lower," said the CEO of a bank.
 An executive at the auto major said the company has disassociated itself from sponsorship during IPL and is only an on-air advertiser during the tournament. A spokesperson for <keyword id="6357252" type="COMPANY" weightage="80" keywordseo="Hero-MotoCorp">Hero MotoCorp</keyword> said the company does not have any plans to buy an IPL team. 
	 
	(Image: Reuters)

Pepsi not interested in becoming prime IPL sponsor anymore

When the cricketer Dhoni is in distress, the brand Dhoni can’t escape the impact. Recently, Justice Lodha committee banned two teams–Rajasthan Royals and Chennai Super Kings (CSK), the Indian ODI skipper, MS Dhoni being a part of CSK was close to the team owner. 
 
But would this banning affect the image of Dhoni? 
 
Dhoni has retired from Test cricket and his latest performance as ODI captain was poor, as per a news report by The Economic Times. 
 
Yet, Dhoni endorses 18 brands, many of them major like Pepsi, Reebok, TVS, Boost and Star Sports. His reported endorsement fees, say industry observers, is between Rs 10 crore and Rs 12 crore per brand, higher than that commanded by India test captain Virat Kohli. 
 
Forbes had listed him as the world's fifth most valuable sportsperson brand in 2014 as the world's fifth most valuable sportsperson brand, valued at $ 20 million. And only last week, he was named as the world's ninth most marketable in a study by London School of Marketing, the ET report confirms. 
 
Corporate executives (CXOs) and experts ET spoke to said although the lack of marketeable cricketers means Dhoni's brand will retain some pull, endorsement rates can get lower when contracts are renewed. Rates may come down by as much as 25% to 30%. 
 
ET spoke to a dozen major brands endorsed by Dhoni. PepsiCo, Reebok and Glaxo SmithKline, the manufacturers of Boost, did not comment on the matter. Questions sent to Orient Electric, Ashok Leyland, Gulf Oil and Star Sports were not answered. But off record, some CXOs closely involved with marketing Dhoni for their companies were of the view that the once shining brand is starting to lose its sheen. 
 
The chief executive of a major brand Dhoni endorses said the cricketer is certainly losing his brand value. "He's not playing Tests and that impacts his valuation. 
 
The fact that he's closely associated with N Srinivasan is cause for discomfort as well," a CEO told a financial daily. "The lack of marketeable criketers means that our contract will continue", the top executive said, "but we will negotiate lower endorsement terms". 
 
"Dhoni's brand value will go down by 50% after this (the CSK team suspension). The fact that he's associated with India Cements is a huge setback. His continued silence hasn't helped either," Shailendra Singh, joint managing director of sports and media entertainment firm Percept told the ET. 
 
He added that Dhoni's cricket career has been on the decline. "The fact that he resigned from Test cricket in the middle of a series too hasn't gone down well with brands he's associated with," he said. 
 
(Image: Business Insider)

Dhoni’s brand value may go down almost 50%!

<ul><li>It is after a long time that we have consistently seen <keyword id="2727" type="General" weightage="20" keywordseo="rahul-dravid" source="Orion">Rahul Dravid</keyword> in the brandverse.</li><li>After his association with CRED, Dravid has signed up a few more brand deals with Piramal Realty, Practo, Orchids, to mention a few.</li><li>According to TAM sports, Dravid had about a 4% share in television advertisements during the first half of 2021. He was also the eighth most-loved sports celebrity in India this year.</li><li>So, as the Former Indian captain dons a new role in Indian cricket history and bags more brand deals, we speak to brand custodians to find out the reasons behind his comeback and decode his equity as a brand endorser.</li></ul>Rahul Dravid, team India’s newly appointed head coach, has found his space back into the brandverse after his clutter-breaking and memorable performance in <a href="https://twitter.com/imvkohli/status/1380451732690411521?s=21">CRED’s campaign</a>. The brand had unleashed Dravid’s unseen side and the audience was astonished! Apart from breaking other bowlers’ patience, we have never seen Dravid break anything or lose his calm at all. We certainly did not expect the zen Rahul Dravid to react as we do in traffic. This Indiranagar ka Gunda won millions of hearts with his acting skills and his ad went on to become the <a href="https://www.businessinsider.in/advertising/brands/article/creds-ad-featuring-rahul-dravid-was-the-most-viral-ad-in-ipl-2021-report/articleshow/87279382.cms">most viral ad during IPL 2021. </a> Since Dravid’s association with CRED, his popularity seems to be growing steadily. He has signed up a few more brand deals with Piramal Realty, Practo, Orchids, to mention a few. On the field, he was fondly referred to as ‘The Wall’ or ‘Mr Dependable’ for acting as the team’s silent saviour and guiding them out of troubled waters time and again. He was also known as one of the most disciplined cricketers with a sound technique and at one point, he was a bowler’s nightmare. However, he lived under Sachin Tendulkar’s shadow during his entire career and in the last decade, after he resigned from international cricket, he was replaced by MS Dhoni and Virat Kohli in the marketing world too. After experiencing a dry spell in the ad industry for years, he has finally made a comeback. According to TAM sports, Dravid had about a 4% share in television advertisements during the first half of 2021. <a href="https://www.businessinsider.in/advertising/media/article/top-10-sports-celebrities-of-the-brandverse-in-2021-as-per-tam/slidelist/85649566.cms">He was the eighth most-loved sports celebrity in India. </a> Telling us the reasons behind Dravid’s rising popularity, Lloyd Mathias, Business Strategist and former marketer at HP, Motorola and PepsiCo, said, “Rahul has always been a thinking cricketer known for his poise, balance and maturity and his batting best described by the moniker ‘the wall’ have always been the mainstay of India’s cricket through the late nineties and 2000s. So even after his retirement from international cricket, his association with the game as the captain of IPL team Rajasthan Royals and as the head of the National Cricket Academy NCA continued. Another reason for the renewed brand interest is the fact that Dravid is now the Head Coach of the Indian cricket team, one of the key positions in Indian sport. This brings him Centerstage as he helps navigate India’s cricket team over the next few years.” Athletes and sports personalities disappear from the limelight once their sporting career comes to an end. However, Dravid has managed to stay relevant. N. Chandramouli, CEO, TRA is confident that Dravid’s brand value will only rise in the coming years. He said, “Rahul Dravid has kept his brand relevant, but not over-exposed, and therefore even at 48 years, he is likely to see his brand value grow over the years.” So, what’s the secret behind this? Chandramouli says, “Sportspersons usually have a short shelf-life for endorsements, and it declines sharply after their sporting careers are over. However, the two-decade career of Rahul Dravid has had glittering successes and his dependability on the field is legendary. His calm, non-controversial demeanor is at its batting best off the field too. He is a brand’s dream as an endorser, especially for those who want to show dependability.” Shashwat Das, Founder and Director, Almond Branding said that The Wall of Indian cricket will never go out of fashion and the CRED campaign has only strengthened his position as an endorser. He said, "Just last week the batting legend has been officially appointed the head coach of the Indian cricket team. That clearly shows that he has miles to go as far as his contribution to Indian cricket is concerned. The same holds true for the brandverse! I would say his PR team has been doing a commendable job and is a big force behind not only his comeback to the brandverse but also pushing him beyond his typical gentlemen arena. Jammy’s act of breaking things as “Indranagar ka Gunda” was clearly breaking the internet. After CRED, we suddenly are ready to see much more from him. I am sure we will see many more of his brand endorsements in the coming year." With 18.9k followers on Instagram, Dravid’s social media following also adds to the potential consumer base for the associated brands, especially during the lockdown when most of the brands had little to no access to the traditional channels of advertisement. Over the years, Dravid has also managed to stay clean from any controversy -- making him a safe bet for brands. He has endorsed everything from grooming products to insurance brands, staying four feet apart from pan masala brands. In fact, he was a part of a<a href="https://youtu.be/6fOUNhW1YVY"> Tobacco control campaign</a> that helped him reiterate his principles and ethics to consumers. It is his charming personality and tactical acumen that he has always held a special place in India’s marketing world. He has emerged as the perfect option for brands who want to establish themselves as the ‘pillar of strength and trust.’ “Dravid’s allure for brand is his mature and untarnished reputation who has always played fair both on and off the field. A player who despite his awesome achievements has remained controversy-free, stayed low profile and shunned the limelight. This archetype is generally rare among sportspersons and movie stars and makes for a brand endorser that many stable brands would opt for. I think his personality makes a great fit for categories that work around tradition, and value trust and dependability - BFSI, Technology, FinTech and Education/EdTech,” said Mathias. He also said that Dravid’s equity might see a hike after his recent appointment as India’s Head Coach. Mathias added, “Dravid's brand equity should see an upsurge with the Indian cricket head coach role. Brands may see the appeal of someone who’s nationally revered, had a great playing career, morphing into an astute administrator and coach combined with a positive and untarnished reputation as a great rub off.” While we all know that brands chase numbers, some celebrities live forever. Dravid, the wall of Indian Cricket Team, is one of those stars who will shine for years to come. His brand image, relatability and followership continue to remain strong and experts expect the same trend going forward.

Decoding Rahul Dravid’s rising popularity among brands

Indian cricketer <a href="http://www.businessinsider.in/searchresult.cms?query=virat+kohli&amp;sortorder=effectivedate">Virat </a><a href="http://www.businessinsider.in/searchresult.cms?query=virat+kohli&amp;sortorder=effectivedate">Kohli</a>’s brand value is increasing and like how. He has become the top celebrity to charge a bomb for endorsements. His endorsement fee is now whopping Rs 5 crore per day for new contracts, the highest charged by any celebrity in the country. 
 
The hike comes in the wake of renewal of his endorsement deal with <a href="http://www.businessinsider.in/searchresult.cms?query=pepsi&amp;sortorder=effectivedate">PepsiCo</a>. Kohli, 28, is unclear whether he will endorse the brand keeping healthy living in mind. 
 
ET reported two officials representing different brands endorsed by Kohli confirmed the fee hike. Kohli has surpassed <a href="http://www.businessinsider.in/searchresult.cms?query=MS+Dhoni&amp;sortorder=effectivedate">MS Dhoni</a>, <keyword id="106133" type="PERSON" weightage="20" keywordseo="Ranveer-Singh">Ranveer Singh</keyword> and <keyword id="6357861" type="PERSON" weightage="20" keywordseo="ranbir-kapoor">Ranbir Kapoor</keyword>. 
 "Virat is contracted with <keyword id="44672" type="CITY" weightage="20" keywordseo="Pepsi">Pepsi</keyword> until April 30. We are currently negotiating a contract extension with the Pepsi-Co team. Pepsi has been one of our longest and most fruitful associations until now and hopefully we will collaborate with them for years to come," Cornerstone Sport CEO Bunty Sajdeh told ET in an email. 
 
A PepsiCo spokesperson said in response to ET's query: "Virat's contract with PepsiCo is up for renewal and we are in active discussions to renew the same. We look forward to continuing our long and meaningful association with him.” 
 
PepsiCo ended its 11-year association with Dhoni, the then one-day and T20 cricket team captain, last summer. 
 
It is noteworthy Kohli recently signed an <a href="http://www.businessinsider.in/sports/virat-kohli-creates-another-record-but-off-the-field-signs-rs-110-crore-deal-with-puma/articleshow/57248344.cms">eight-year deal with Puma worth Rs 110 crore</a>. 
 Soccer icon <keyword id="18001" type="PERSON" weightage="20" keywordseo="Cristiano-Ronaldo">Cristiano Ronaldo</keyword> topped the list of world's highest earners in sports last year with earnings of $88 mn, according to Forbes annual survey. This included $32 million from endorsements.

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