Dhoni@45: A look back at his most iconic advertising moments

MS Dhoni does not just play cricket; he sells a feeling. Calm under pressure, quietly mischievous, and impossible to categorise, Dhoni has spent nearly two decades turning his personality into one of Indian advertising's most reliable assets.

As the former India captain turns 45 today, e4m looks back at some of the campaigns that captured different sides of the Dhoni persona, from the cool-headedness that gave Snickers its punchline, to the meme culture that EMotorad turned into marketing gold. Whether he was reinventing the helicopter shot for Pepsi or meeting his younger self for Gulf Oil, these ads prove why brands keep returning to Dhoni: he brings authenticity, humour and mass connect in equal measure.

Here is a look at some of his most memorable advertising moments over the years:

Pepsi - “Helicopter Shot”

As part of Pepsi's "Change the Game" campaign during the 2011 Cricket World Cup, the ad humorously imagines the origin of MS Dhoni's famous helicopter shot. While travelling through a village, Dhoni notices a young man using a hay cutter with a distinctive spinning motion. Inspired by the movement, he adapts it into a cricket stroke and later unleashes the helicopter shot on the field. The commercial celebrated innovation and unconventional thinking, perfectly aligning with both Dhoni's image and Pepsi's "Change the Game" message.

Snickers - "Captain Cool loses his cool when he's hungry"

As part of Snickers' globally popular "You're Not You When You're Hungry" campaign, MS Dhoni is shown behaving unusually and making uncharacteristic decisions because of hunger. After eating a Snickers bar, he instantly returns to his calm, composed, and sharp-witted self. The ad cleverly used Dhoni's "Captain Cool" persona to highlight the brand's core message that hunger can change who you are.

EMotorad - “Bole Jo Koyal”

In one of the most viral Indian ads of 2024, EMotorad tapped into the long-running internet meme comparing MS Dhoni to a viral dancer associated with the song "Bole Jo Koyal." The commercial shows Dhoni riding an EMotorad e-cycle while playfully humming the famous tune, as two animated cuckoos explain the vehicle's features. By turning a years-old meme into a self-aware advertisement, the brand managed to humanise Dhoni and introduce itself to a much wider audience. The campaign was created shortly after Dhoni became both an investor and brand ambassador for EMotorad.

Star - “Value Pack”

In this memorable Star Sports commercial, MS Dhoni and Hardik Pandya are shown watching a cricket match from atop a tree like ordinary fans desperate for a better view. Despite being two of India's biggest cricket stars, they go to increasingly absurd lengths to catch the action, highlighting just how much cricket means to fans. The punchline arrives when Star Sports positions its "Value Pack" subscription as the easier, smarter way to watch every match.

Gulf Oil India - “Dhoni x Dhoni”

Released on the 10th anniversary of India's 2011 World Cup triumph, "Dhoni X Dhoni" features present-day MS Dhoni meeting his younger 2005 self in a nostalgic, digitally created conversation. The two versions of Dhoni reflect on his cricketing journey, his passion for motorcycles, and the sacrifices that helped transform a long-haired youngster from Ranchi into one of India's greatest captains. The film culminates with younger Dhoni discovering that his first bike is still part of his collection, reinforcing the campaign's theme of consistency and endurance.

Aircel - “Pocket Internet 3G”

In this Aircel Pocket Internet commercial, MS Dhoni spots a young woman from a moving bus and decides to ask her out for coffee. Instead of relying on luck, he uses Aircel's mobile internet services to quickly find and connect with her, turning a fleeting moment into a potential date. The ad was designed to showcase how internet connectivity could help people stay connected and act on opportunities in real time, all while leveraging Dhoni's effortless charm and confidence.