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Stumped, but Brand Dhoni is still not out


Mahendra Singh Dhoni’s innings looks to be over with the Board of Control for Cricket in India axing him from its list of centrally-contracted players. But Captain Cool’s brand quotient is unlikely to be eroded — at least in the short term.

“As long as Dhoni plays for CSK in the IPL, his equity with advertisers will remain high,” said brand expert Giraj Sharma of Behind the Moon consultancy.

“Given the superstar heights that Dhoni has reached, he is going to be in the public mindspace for a long time to come. The lack of a contract is not ...


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