Dhoni catching up with Tendulkar as youth icon

LONDON: Mahendra Singh Dhoni has emerged as the most visible new face on advertising hoardings in India, running a close second to Sachin Tendulkar.

The wicket-keeper batsman's panache for hitting big sixes and riding fast motorbikes has helped him acquire the status of a youth icon, which in turn has made him one of the most attractive propositions for corporate branding, BBC reported on its website Friday.

He has quite literally been converted into a moving billboard, covered from head to toe with endorsements for products ranging from haircare to boot polish.

Dhoni has not yet overtaken Tendulkar, captain Rahul Dravid and Sourav Ganguly in terms of cumulative deals, but the vice-captain of India's one-day team has undoubtedly become the flavour of the month.

For over a decade, star batsman Tendulkar was the most attractive personality that every top brand wanted to be associated with.

And though he continues to be the most recognisable face off the field the Mumbai maestro is not signing a plethora of deals right now, primarily because he is locked into long-term contracts.

Tendulkar remains the biggest grosser in cumulative terms with 17 endorsements under his belt, but Dhoni has made giant strides with 12 of his own.

The 26-year-old maverick from Ranchi, Jharkhand, is more flexible and willing to sign short-term deals. Dhoni is also fast exhausting the categories that he can promote - eye care, tooth care, suits, car batteries, insurance, banking, mobile phones, cars, soft drinks, and footwear are all backed by his toothy smile.

Why Dhoni?

His long tresses with highlights, his need for speed and penchant for hitting the ball a long way have all helped him earn a huge following among young cricket fans.

And the enduring romance of small-town boys making it big in the global arena continues to attract a massive audience.

Dhoni is bound to become an even more attractive proposition now that he has been appointed the one-day team's vice-captain - and the effects of that are likely to be seen when India host Australia and Pakistan from October.

The future could bring yet more riches off the field.

Chief selector Dilip Vengsarkar considers him a long-term candidate as successor to Dravid as skipper. Vengsarkar says the selectors have found Dhoni to be a keen student of the game.

If he continues the way he is going about things now, the big-hitter will need plenty of time to study his bank accounts. (IANS)