BY- Kartikey Tripathi
What is Brand Dhoni?
Since the inaugural season of the Indian Premier League in 2008, each franchise has had its own Pied Piper—a face that has not just represented the team on the field but has also been instrumental in building a strong brand and digital presence off the field. Think Sachin Tendulkar for Mumbai Indians, Shane Warne for Rajasthan Royals, or the combination of Rahul Dravid and Anil Kumble that laid the foundation for Royal Challengers Bengaluru before Virat Kohli’s meteoric rise took their popularity into uncharted territory.
But when India Cements’ N. Srinivasan made the bold move of picking then-Indian white-ball captain MS Dhoni as the face of the Chennai Super Kings in the 2008 IPL auction, he wasn’t just selecting a player—he was laying the cornerstone of one of the biggest cricketing brands in India.
Over the years, under MS Dhoni’s cool-headed leadership, CSK transformed into a powerhouse. Multiple IPL championships, consistent playoff appearances, and a culture of resilience and loyalty defined the franchise. But more than the trophies, what truly built CSK's aura was the personality and cult of MS Dhoni. The man became a myth in Chennai. The yellow army started calling him “THALA” (meaning leader or head in Tamil), and slowly, this wasn't just fandom—it became a culture.
CSK IS ALL BUT DHONI's
In 2021, CSK became the first IPL team to enter the unicorn club, boasting a $1 billion valuation. And without a doubt, a huge credit for this financial and emotional equity goes to Brand Dhoni. His World Cup-winning legacy, his humility, his silent charisma—these aren’t just traits, they’re assets that have translated into real value. Jerseys, posters, advertisements, ticket sales, and even YouTube thumbnails—MS Dhoni is CSK.
But what happens when the brand becomes bigger than the team?
How CSK’s Biggest Asset is Now Their Biggest Liability
As the years rolled on, CSK management seemed to fall deeper into the comfort of Brand Dhoni. So much so, that they forgot to prepare for a future without him. While other franchises slowly built new faces to take their legacy forward—MI with Rohit Sharma and now Hardik Pandya, RCB with Virat and Faf du Plessis—CSK put all their eggs in the Dhoni basket. A golden goose, yes, but one that now struggles to walk, let alone fly.
Before the 2025 IPL, many critics believed that Dhoni should have retired after the fairytale 2023 title win. It was the perfect goodbye. But he stayed on, and CSK marketed the whole season as "one last time for the fans." The sentiment worked. But the performance? Not quite.
Fast forward to IPL 2025, and reality has come crashing down. Dhoni, plagued with chronic knee injuries, is no longer the finisher he once was. Coach Stephen Fleming openly admitted that Dhoni "can’t bat more than 10 overs," justifying why the legend often bats lower down the order, even when the team desperately needs acceleration.
In CSK's most recent match—Game 5 of their campaign against RCB—Dhoni was trolled mercilessly on social media for batting below Ravichandran Ashwin. Yes, Ashwin. The same match saw fans and commentators alike call out the "fan gimmick"—arguing that Dhoni is taking up a spot that could go to a young, hungry cricketer looking to make a mark. This isn't the first time, either. For a while now, murmurs have grown louder that Brand Dhoni is holding CSK back from evolving.
But fans and critics aren’t buying it anymore.
In CSK’s recent clash against RCB, Dhoni batted below Ravichandran Ashwin—a moment that lit up the internet with memes, sarcasm, and brutal takes. Here’s a glimpse at what people on X (formerly Twitter) are saying:
🐦 “MS Dhoni walking in after Ashwin just proves that CSK is now a retirement club, not a cricket team.” – @CouchCricketer
🐦 “Thala finishing the game... from the dugout 💀” – @KachaLimbu
🐦 “Ashwin > Dhoni in batting order in 2025. My childhood is officially over 💔” – @WokeCricketFan
🐦 “How to ruin a youngster’s career? Step 1: Play Dhoni for vibes.” – @KLPDwala
🐦 “CSK playing like it’s 2011, only problem is... it’s not.” – @TimelessDuck
The sentiment is clear: nostalgia is no longer enough. The "Thala for a reason" chants have now given way to confused stares and concerned glances as CSK’s performances continue to dip.
CSK currently sits with just 1 win in 5 matches, and today’s fresh defeat at the hands of Punjab Kings in Mullanpur—by 19 runs—has only deepened the crisis. The team looked toothless, slow, and short of ideas. And yet, all eyes remain glued to one man—MS Dhoni.
And this is the problem.
When a franchise becomes so dependent on one brand, the fall is harder when that brand begins to fade. While the man deserves every ounce of respect for what he has done, the question CSK management must now ask themselves is—at what cost are they continuing this nostalgia tour?
Because right now, it seems like Brand Dhoni is outshining—and outpacing—the future of CSK.
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