Indian Premier League 2026: Brands double down on MS Dhoni this season

Even as MS Dhoni sits out the opening games of Indian Premier League 2026 due to a calf strain, brands are doubling down on the veteran cricketer, underlining the enduring commercial pull of “Captain Cool” during the peak advertising season.

Despite missing early matches for Chennai Super Kings, Dhoni continues to command ₹3.5–6 crore per endorsement deal and is associated with over 40 brands, according to industry estimates. His portfolio spans categories from auto and fintech to FMCG and new-age digital platforms, reinforcing his position as one of India’s most bankable celebrities.

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Data backs the dominance. As per TAM AdEx, Dhoni leads the celebrity endorsement chart with 43 brands, followed by Shah Rukh Khan at 35 and Amitabh Bachchan at 28. The report also highlights that celebrity-led advertising accounts for over 80% of IPL ad volumes, driven by stronger consumer recall and trust.

Riding on this equity, multiple brands have rolled out fresh campaigns anchored around Dhoni’s persona during the IPL window.

The BHIM Payments App launched its ‘Mahi Way’ campaign, positioning itself as a simple and reliable payments solution. The campaign leverages Dhoni’s calm and dependable image to build trust in digital transactions.

“In India, trust continues to play a defining role in how people adopt and use digital payments. As adoption deepens, users are looking for simplicity and trust, along with the assurance that every transaction is safe and secure. Our new campaign ‘Mahi Way’ reflects this behaviour where payments happen without confusion or delay,” said Lalitha Nataraj, MD & CEO, NPCI BHIM Services Limited.

Kushager Tuli, President and Head of Creative at Tilt Brand Solutions, added, “With Mahi Way, MS Dhoni is shown in a more everyday context, not just as a cricketing icon, but as someone who reflects calm and clarity in simple decisions. The campaign brings this into real payment situations, making them feel intuitive and effortless.”

In another strategic association, The Sleep Company tapped into the buzz around Dhoni’s jersey number shift to launch its ‘India vs Peaceful Sleep’ campaign. The narrative pivots from curiosity around ‘number 8’ to a broader message on sleep deprivation.

“For me, it’s always been about giving my best, every single day. By the end of the night, there’s one thing I truly need and value—peaceful sleep. I believe 8 hours of peaceful sleep makes all the difference,” Dhoni said, reinforcing the campaign’s core message.

The brand’s founders, Priyanka and Harshil Salot, emphasised the larger intent, stating, “India is the second most sleep-deprived country in the world. To change a national habit, you need national attention and there is no one India trusts more than MS Dhoni. This isn’t just a campaign; it’s a movement to redefine well-being.”

Dhoni is also sharpening his play in the digital content ecosystem. He recently invested in Kuku and joined its short-form app Kuku TV as brand ambassador, signalling a shift towards new-age media bets.

“I chose to invest in Kuku… because the platform really stood out to me. It has built a differentiated entertainment experience for audiences across India… I believe in their vision of building an AI-driven storytelling platform from Bharat, for Bharat, and for the world,” Dhoni said.

The company’s co-founder Lal Chand Bisu noted, “MS Dhoni is known for backing bold decisions that others might hesitate to take. That spirit of unconventional thinking resonates deeply with us.”

Meanwhile, legacy associations remain active, with campaigns like ‘The New Secret of Mahi Energy’ for Boost Milkshake continuing to leverage IPL-season visibility through a mix of social-first storytelling and outdoor advertising.

The broader trend reflects a deeper shift in IPL advertising strategy. Even in the absence of on-field action, Dhoni’s brand persona, built on trust, consistency, and relatability, continues to deliver value across categories. For marketers, his appeal goes beyond performance metrics on the pitch, making him a year-round asset in a cluttered endorsement landscape.