Dhoni: The 'helicopter' man from nowhere

KOLKATA: When he was run out on the very first ball he faced in international cricket, little did anyone realise that the stockily built lad from Jharkhand with long locks would lead India in all three forms of the game in four years' time. Mahendra Singh Dhoni's meteoric rise to fame is essentially the tale of a rustic boy who emerged from the tribal hinterland to become the most decorated captain in the history of Indian cricket.

Dhoni's journey of self-discovery began in Ranchi, the cradle of Jharkhand movement , traversed through the sepentine bylanes of Kharagpur's railway colony and the greens of the Kolkata Maidan before it took him to the doorstep of the Indian dressing room.

His childhood friends, who know him best, describe him as a man of simple taste, good values and an unshakeable belief in his own ability. Perhaps that is why Dhoni listens to all but always backs his instincts when it comes to decision-making. That he has been proved right more often than not is a great advertisement for his ability to keep things simple in a highly complex game that modern cricket is these days.

His friends and teammates, who have shared the dressing room with him during the early part of his career, insist that their beloved 'Mahi' has not changed one bit in spite of his huge popularity and the millions of rupees he continues to rake in by flaunting his extra-ordinary talent on the field.

Mahi, who started off as a ticket collector with the South Eastern Railway, has long traded his black coat for desinger stuff that he often struts on the ramp. The flowing golden mane, that once drew admiration from former Pakistan president Parvez Musharraf, has been replaced by a spiky, well-gelled mop in keeping with his current status as the leader of India's brat-pack cricketers who swear by his name.

It is no surprise, really, because Dhoni has always been a smart cookie. Much of the credit for polishing Dhoni's raw cricket skills must go to Greg Chappell, the hardnosed Australian coach under whom he flowered as a batsman and metamorphosed from a goalkeeper to wicket-keeper , but the manner in which he continues to carry himself off the field speaks volumes about the man's confidence.

For a small-town boy, Dhoni has handled fame and his fortunes much better than many of his predecessors.

His progression from his first job in the railways to an officer in Air India to his current status as a vice-president in India Cements reflects the ambitions the of a man who has marketed himself with unprecedented success.

He has had his problems with his agents and managers, but the demand for his signature continues to grow in the endorsement market. If market sources are to be believed, Dhoni today endorses more products than even Shah Rukh, the 'king' of Bollywood.

The range of products he promotes ranges from health drinks to telecom services , wristwatches to ceiling fans and footwear to trucks. On last count, he had 22 endorsements in his kitty, making him the most sought-after celebrity in the Indian market.

Two years back, he signed a mega deal worth Rs 210 crore - the biggest for an Indian sportsperson - with Rhiti Sports Management and Mindscapes.

Big deals usually attract bigger scrutiny and it is no surprise that questions have been raised about a possible conflict of interest in Dhoni's capacity as the captain. Only time will tell whether it will impact Dhoni's brand value but if 'Captain Cool' and his men in Blue continue to deliver on the field, their demand in the endorsement market is bound to surge northward.

Such is the selling power of the man who invented the 'helicopter' shot.