42 and counting: Dhoni top scorer on the brand pitch

At 43, Mahendra Singh Dhoni remains the crown jewel of Indian brand endorsements, defying the twilight of his cricketing career.

- SHINE JACOB

Whether rallying voters to polling stations in Jharkhand or steering campaigns for global auto giants, he commands attention like no other.

With 42 brands under his belt in 2024 (in the first six months), Dhoni has surpassed even Bollywood icon Amitabh Bachchan, who has 41, according to a report by TAM Media Research, a joint venture between US major Nielsen and the UK's Kantar.

Wednesday witnessed another marquee deal, with Eurogrip Tyres signing him as its brand ambassador -- months ahead of the next year's Indian Premier League.

Dhoni's extensive list of collaborations this year includes French carmaker Citroen, drone tech startup Garuda Aerospace, Flipkart-owned Cleartrip, PepsiCo's Lay's, cross-reward programme operator Single.id, e-cycle player EMotorad, payment card services giant Mastercard, fuel company Gulf Oil, consumer electrical brand Orient Electric, and fitness and nutrition brand Explosive Whey.

These partnerships come in addition to his ongoing deals with several other marquee brands.

Dhoni's influence isn't confined to products -- he's also a driving force for civic causes.

During last month's Jharkhand elections, the Election Commission enlisted him to inspire voter turnout.