New Delhi: One-Day and Twenty20 skipper Mahendra Singh Dhoni is proving to be a great icon for India's youth.
The Ranchi boy is also dictating marketing strategy and corporate spending and it is being called the Dhoni Effect.
From small-town Ranchi, the cricketer is a big-city icon, and though he may not know it, marketing gurus say Dhoni's rise epitomises the corresponding rise of small-town India.
The influence is clearly visible on corporate advertising and sales strategy that's now targeting India's small towns.
"As per the IPL's auction recently, marketing spends follow him. You see a very similar paradigm shift happening in consumption," a marketing manager says.
Dhoni redefined the rules, his long tresses define style, marketing spends follow him, we see a similar paradigm shift in consumption too.
Studying the Dhoni effect, accounting firm Ernst and Young has found that small towns constitute 70 per cent of total consumption market, especially in telecom.
For example, mobile phone subscribers in the four metros are growing at 58 per cent, but in the rest of India, they're growing at 93 per cent.
But despite higher consumption in smaller towns, companies still spend much more on advertising in the metros. About 60 per cent of advertising is still spent in metros.
But it is a trend that is surely changing, much like the pan-Indian flavour of our new-age cricket team. So who says style was only for Mumbai and Delhi.
And as Dhoni says the new mantra clearly is "Style is for everyone."
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