Mahi re, that’s not the way

The Indian cricket captain faces protests for endorsing a liquor brand and sparks off a fierce debate on money and morality

Mahi re, that's not the way

The Indian cricket captain faces protests for endorsing a liquor brand and sparks off a fierce debate on money and morality

The man who can do no wrong and flavour of the month, M S Dhoni Indian cricket captain, who currently plays for Chennai Super Kings (CSK) in the Indian Premier League (IPL) has become the butt of ire and protests for endorsing a liquor brand. On Wednesday, Dhoni found himself on posters for a different reason rather than endorsements. A group of activists in Chennai "urged" Dhoni via their campaign to stop endorsing a liquor brand (McDowells). Even as cheerleaders gyrate at the IPL, there are no cheers for Dhoni on this one.

Fullu00a0andu00a0 final settlement: Dhoni and Yuvraj Singh celebrate after
crushing Sri Lanka to win the World Cup at Wankhede

Surrogate
Allan Collaco, general secretary of the Advertising Standards Council of India (ASCI) prefers to reserve overt judgement on Dhoni, instead explaining three types of liquor advertising like direct advertising which is a no-no, surrogate advertising, which is not allowed by the Cable Television Network Rules and ASCI and Brand Extension advertising where the company which has a liquor brand may also advertise another of its brand under the same name as the liquor. "It is not for me to make a judgement, without seeing the ad," says Collaco.

Fizzy
Professor Nandini Sardesai, part of the ASCI board and wife of late India cricketer Dilip Sardesai though is much more forthcoming. Says Professor Sardesai, "Dhoni and other cricketers should turn down such endorsements. It is not as if they need any more money. In fact, I think they should turn down endorsements for fizzy drinks (aerated waters) too as they are not very good for health. Dhoni should learn from Sachin Tendulkar who I think, turned down a liquor brand some time ago, though it would be good if Sachin did not endorse fizzy drinks too."

Wheel deal: The late Solkar in an adu00a0u00a0

Greedy
Sardesai brought up former All England badminton champion, P Gopichand as an example who had turned down endorsing a cola brand some years ago, after winning the Championship as he thought colas were unsuitable for youth. "So what if the money offered is huge? There is good money in cricket too these days so taking any and all endorsements amounts to being greedy." To shore up her argument about the huge money in the game today, Sardesai, says the BCCI upped the Rs 1 crore given to each cricketer to Rs 2 crore each, post the World Cup win, so that is very huge money. Maybe some of that money instead could have been given to the ground staff that worked night and day to get the venues ready for the matches."u00a0

The money was not hair raising: The late G S Ramchand in a
Brylcream advertisement

Ostentatious
Sardesai adds, "I think the players need to do some introspection that despite these huge monetary rewards, certainly more than other sportsmen in this country get, they cannot say no to certain endorsements. Agents too need to whet these offers. Yet, the ultimate responsibility lies with the cricketer, even if the agent agrees, the player can say no, can't he?" asks the Professor of Sociology who says, "the short lifespan argument is touted to justify accepting any and all advertising offers but with the amounts cricketers are getting, they can certainly save right now for their future, like everybody does in their 20s and 30s. There is no need to live an ostentatious life in one's 30s," signs off Sardesai.

Balm, not big bucks: Farokh Engineer

Unfortunate
Several persons were wary or refused to comment, many because of the stature of Dhoni or simply because as commentators, administrators or officials they still have some stake in the cricket system and did not wish to rub anybody the wrong way. Yet, psychiatrist Dr Harish Shetty, did second Sardesai's argument saying, "When a man of Dhoni's repute endorses a liquor brand it is highly unfortunate. It is inevitable that all his fans would follow the lifestyle that he endorses. But according to me, celebrities who endorse liquor are no different from celebrities who endorse cola brands. As I see it, Sachin Tendulkar, who endorses a cola brand is just as guilty as Mahendra Singh Dhoni is."

Header: Footballer D'Souza for Anacin

Alcoholism
Dr Shetty's ilk, psychiatrist Dr Ashish Deshpande, who has done extensive work in the field of alcoholism, agrees that people do get influenced to an extent when they see icons or role models endorsing a product or a brand. "The advertising and corporate world ropes in celebrities precisely because they believe these faces can sell and have more of an impact. That is why you have an Amitabh Bachchan talking about pulse polio rather than an unknown doctor, for example. I think such advertising affects broader, social perceptions rather than individual ones. I don't think one person would turn around and say that yes, I started drinking because Dhoni endorsed a liquor brand but it is the wider perception that changes." Dr Deshpande would not directly criticise Dhoni saying, "It is up to an individual's discretion what one should endorse and it would be high handed to pass judgement." Yet, the doc puts those hands together for, "Sachin Tendulkar for not endorsing a liquor brand earlier. I would personally clap for him," he finishes.

Beats a tattoo on your hearts: Artist Yogita Panchal gives the final
touches to a henna tattoo of Indian cricket captain Mahendra Singh Dhoni
at the India Ink Tattoo Convention in Mumbai recently. AFP photo

Mature
Crompton Texeira, one of the voices of the East India community has no theories or explanations. He does what Dhoni does best - sweeps off the bails when he says, "Cricketers should not endorse liquor brands as they are youth icons. A sportsman should not be connected with alcohol, however big the money."

Poster boy with a difference: Protestors urge Dhoni to take the
Tenlya trail, near the Park Sheraton hotel in Chennai

Angad Bedi, whose father Bishan Singh Bedi played in a time when money was certainly not big, though puts those bails back on when he says, "It is his Dhoni's personal choice if he decides to endorse the brand.u00a0
"Dhoni is a responsible and mature man who knows the responsibility of his stature and also the number of youngsters who idolise him. If he thinks it is right to endorse a liquor brand and stands by it then it is his call," finishes the model and actor.

Cool
The Goa-based cancer surgeon, Dr Shekhar Salkar, from the National Organization of Tobacco Eradication (NOTE) asks rather dramatically, "Oh, our Captain Cool, where were your grey cells when you decided to endorse this?" Dr Salkar says, "Even though celebrities have a short life span there should be a line drawn when it comes to morality. Like all the cricketers, even Dhoni is making a lot of money so we do not expect this from our real life heroes. Dhoni must realise that he is a great influence on young people. There are arguments that he is not telling people to drink, simply endorsing a product but then, why do young people copy his hairstyle for instance? Doesn't that mean they are influenced at least sub-consciously by these stars?" Dr Salkar has a pat on the back for Sachin Tendulkar, "a real hero who refused to endorse a liquor brand" and says, "Sachin Tendulkar is on the brink of retirement, Dhoni may go on for another 10 years, he must be careful about what he endorses."

Stupid
Farokh Engineer, former India wicket-keeper snorts from his Manchester (UK) home on the phone, saying those who are slamming Dhoni are, "holier-than-thou".u00a0 Engineer adds, "Dhoni is a wonderful guy, who reminds me a lot of my youth. Dhoni must have been offered very good money to endorse this product. Let us also not forget that liquor barons own IPL teams. So, how do you justify that?" Engineer laughs as he adds, "You know I was a Brylcream boy. I used to endorse the hair cream that did no harm" and then goes on, "I don't see anything wrong in what Dhoni has done.

I don't think youngsters are so stupid to become drunkards or addicts because Dhoni endorses a liquor product. They have their own mind. They understand that just because a celebrity endorses a product that does not mean he uses it. Unfortunately in our society we have many of these do-gooders." When reminded that today's cricketers earn so much, so they could afford to steer clear of such intoxicating offers, he signed off with, "Well, good luck to them."u00a0u00a0u00a0