Captain Cool to pitch for Jharkhand’s tourism

When it comes to brand equity, few figures in India command as much trust and universal appeal as Mahendra Singh Dhoni (often called MSD). Now, the former Indian cricket captain is set to lend that equity to his home state, Jharkhand, by signing on as its brand ambassador, and reportedly without charging a single rupee.

The Jharkhand Tourism Department has said that Dhoni, a Ranchi native, will headline its upcoming tourism campaigns. A Times of India report stated Manoj Kumar, secretary, department of tourism, saying that, "MSD is doing it without charging any fee; only his conveyance costs will be borne by us when he comes for the shoot."

The agreement, currently pending ministerial approval, is proposed for a four-year period. Once greenlit, the state's media agency will conceptualise the campaign and coordinate with Dhoni's company to finalise the content. Kumar added that the first ad film could be ready in three to four months, depending on Dhoni's availability.

The decision to bring Dhoni on board comes at a time when the state is actively working to boost its tourism numbers. According to CEIC data, Jharkhand saw 3.58 crore visitors in 2023, slightly down from 3.83 crore in 2022.

To reverse the trend, the government has been investing in new initiatives, including eco-tourism circuits such as the Latehar-Netarhat-Betla-Chandil-Dalma-Mirchaiya-Getalsud route and the pioneering Mining Tourism Project in collaboration with Central Coalfields Limited. The latter offers educational tours of open-cast mines and showcases the region's industrial heritage. Adventure events like the Jharkhand Tourism Adventure Festival 2024 and cultural showcases such as the Global Heritage Conclave have also been launched to diversify tourist interest.

In this context, Dhoni’s appointment is more than symbolic. His association brings a level of instant recognition and credibility that few public figures can match. With an estimated brand value of $95 million (approximately INR 766 crore), Dhoni's endorsement portfolio includes heavyweights such as State Bank of India, Dettol, Gulf Oil and Orient Electric. His commercial ventures span EV startups like Emotorad and BluSmart, reinforcing his relevance beyond cricket.

More importantly, this is not the first time Dhoni has lent his influence to a state initiative. In October 2024, he was appointed brand ambassador by the Election Commission of Jharkhand to mobilise voters ahead of the state elections under the SWEEP (Systematic Voters Education and Electoral Participation) programme. “Dhoni has given his consent to the Election Commission to use his photo. We are in touch with him for other details," said K Ravi Kumar, the chief electoral officer at the time. The campaign aimed to tap into Dhoni’s credibility and popularity to encourage greater voter turnout, particularly among first-time and young voters.

In the case of tourism, Dhoni's involvement could serve a similar function: to bring attention to a state often overlooked in India’s travel landscape. Jharkhand is rich in natural beauty, tribal heritage, and adventure potential, but lacks the strong brand recall of states like Kerala or Rajasthan. A campaign fronted by Dhoni could help change that. The draft agreement outlines that Dhoni will commit a full 8-hour day for promotional shoots, with all intellectual property rights of the final content retained by the Department of Tourism—a smart move from a public policy standpoint.

And Dhoni himself is sharpening his brand architecture. According to PTI, he recently filed for a trademark on the phrase 'Captain Cool', which has long been associated with his composed leadership style. The application reached the "accepted and advertised" stage as of 16 June 2025, under the category of sports training and coaching services. Another company, Prabha Skill Sports (OPC), had filed a competing claim, but Dhoni's application appears to be gaining precedence. This move signals an effort to consolidate and potentially monetise a persona that still resonates with millions.

It's not difficult to understand why. Dhoni remains the only captain in cricket history to win all three ICC white-ball tournaments: the T20 World Cup in 2007, the 50-over World Cup in 2011, and the Champions Trophy in 2013. He played 90 Tests, 350 ODIs and 98 T20Is, and was recently inducted into the ICC Hall of Fame in 2025 alongside Matthew Hayden, Graeme Smith, Daniel Vettori and Hashim Amla.

Even though his most recent stint as Chennai Super Kings captain in IPL 2025 was less than successful—with the team finishing at the bottom of the table—Dhoni’s leadership was still a stabilising force. He returned as captain mid-season after Ruturaj Gaikwad's injury, demonstrating his continued importance to the franchise and fan base.

This sustained relevance is what makes Dhoni such an asset to the Jharkhand Tourism Department. Unlike fleeting celebrity endorsements, his presence evokes continuity, trust and a sense of regional pride. The fact that he is offering his services pro bono only strengthens that narrative.

There are, of course, caveats. Celebrity-driven tourism campaigns are not guaranteed to succeed. Much depends on the execution, message clarity, and alignment with actual travel infrastructure improvements. A face like Dhoni’s may generate curiosity and intent, but the follow-through—from user-friendly booking systems to quality experiences on the ground—is what converts attention into action.

Still, in a cluttered media landscape and a fiercely competitive tourism sector, having Dhoni in your corner is no small win. His brand stands for composure, performance, and trust—qualities that, if leveraged well, could help Jharkhand break through its image problem and claim a more prominent place on India’s tourism map.

As the campaign gears up for launch, one thing is clear: Jharkhand is betting big on its most famous son, and if the execution matches the promise, it could very well pay off—not just in visitor numbers, but in the long-term branding of the state itself.