The unbeatable Brand Shikhar Dhawan

Affectionately known as “Gabbar,” Indian cricket star Shikhar Dhawan is celebrating his 37th birthday today. Currently, he serves as the captain of the New Zealand ODI team and leads the IPL’s Punjab Kings.

Dhawan, recognized for his captivating personality, has evolved into a prominent social media influencer, gaining fame through endorsements.

Optimism has always been a defining characteristic of Dhawan in the eyes of his fans. His ability to respond to both success and failure with a smile reflects his positive outlook and has inspired countless memes.

As an athlete, he comes across as authentic both on and off the field. Over the years, his established reputation as a cricketer, coupled with his relatable personality, has forged a strong bond between him and the general public.

Whenever he steps onto the cricket field, whether he’s batting or fielding, he keeps fans and audiences thoroughly engaged. His iconic high-five celebrations and numerous standout qualities ensure a constant connection with his audience.

Dhawan’s growth and maturity align seamlessly with his consistent performance, earning him a wide appeal across various demographics, genders, and age groups, all of which contribute to his strong brand image.

Throughout his extensive career, Dhawan has played a pivotal role in the Indian cricket team, delivering numerous match-winning performances. While his flamboyant batting style initially attracted brands, his brand’s impact, sustainability, and reach have grown as he has matured.

His enduring appeal and performance have ensured his continued relevance to brands, leading to new endorsement deals as well as renewals of existing ones.

Social Media Influence

Nikhil Bardia, Head of Sponsorship Sales and Talent at RISE Worldwide, which manages Shikhar Dhawan’s brand endorsements, shares his insights: “Currently, Dhawan is one of the most sought-after professional athletes. His social media following, exceeding 35 million, is among the highest among active Indian cricketers. The evolution of social media has opened up numerous opportunities for brands. With Shikhar, we have an athlete who is widely beloved, and his digital media following is immense and relevant. This positions him as a credible influencer in the endorsement space, encouraging brands to partner with him for a more impactful reach to a large audience.”

“Dhawan currently strikes a fine balance between full-time endorsements and digital deals. His brand journey has been intriguing and sustained. With his increasing demand from brands, especially following his recent captaincy stints, there is a growing interest in utilizing his creative input and impactful social media content for digital deals,” adds Bardia.

Dhawan has enhanced his social media presence, especially on Instagram, showcasing a lighter and more engaging persona, revealing previously unseen facets that fans adore. This has led to collaborations with other influencers and the creation of engaging content, establishing him as one of the standout cricketers in terms of engagement via Reels.

Dhawan’s creative content, simple and engaging, resonates with fans, resulting in high engagement numbers and a genuine connection with his followers. This has made him a highly sought-after celebrity for brands looking to expand their reach and achieve return on investment (ROI).

During IPL 2022, Dhawan’s Reels generated a cumulative view count of 111 million, the highest during the season, and a total engagement of 12.7 million, one of the season’s highest.

He has collaborated with influencers and utilized his extensive network, including a Reel with Team India featuring Rahul Dravid and another during the recent IPL with Preity Zinta.

Brand Endorsements

At present, Dhawan boasts a portfolio of over 15 brands across various sectors, including sportswear, footwear, audio and wearables, ed-tech, 2-wheeler EV, perfumes, and real estate, among others. Additionally, he has ongoing and yet-to-be-announced deals in his brand repertoire.

He is affiliated with brands such as Jio, Nerolac Paints, Mutual Funds Sahi Hai, GS Caltex, Dream 11 fantasy cricket application, Zero Risque, Fever FM, DB Dixon, StanceBeam, Boat, IMG Reliance, Ariel India, Kurkure, Lays, Oppo, Nerolac, Alcis Sports, Vedantu Learn, and V Star.