If we wanted any more evidence of the growing association between the glamour world and cricket it is this: The captain of the Indian National Cricket Team, Mahendra Singh Dhoni will be seen in a role very different from squatting behind the wickets or stroking the ball to the boundary in his characteristic style. According to the cricket news , M S Dhoni is the brand ambassador for the first ever Kolkata Fashion Week. The event will be held in April from the 2nd to 5th of the month.

While Dhoni is no stranger to endorsements, being a common sight on TV promoting a host of brands, this is perhaps his first foray into endorsing a fashion event. Dhoni has signed up for a period of 4 years to endorse what will be an annual event.

According to a representative of the organisers of the show, who was quoted in the cricket news, "Ours will be an annual event. Dhoni will be the face of the event for four years. He has already shot several promos for the show.”

Explaining the choice made to represent the Fashion Show, he said, “We wanted a personality who is outside the state, can grab media spotlight and also has great appeal among the youth. Dhoni fits all these criteria.” Dhoni himself however won’t be present for the event since he will be touring New Zealand at the time.

The Fashion week theme is 'Return to Roots', and it will focus on the rich heritage of weavers and weaves in Bengal. The look, feel and perspective of the event and its venue will be ‘uniquely natural with a chic edge’. 35 top models of the country will be walking the ramp for designers of like Bibi Russell, Ritu Kumar, Narendra Kumar, Mona Pali, Zubair Kirmani, Manoviraj Khosla, Sharbari Dutta, Abhishek Dutta, Anjana Bhargav, Marg and Dev R Nil, and others.

It may at first seem strange that a cricketer was picked as brand ambassador for the event, but then it makes sense when it is Dhoni who has a certain pizzazz, a certain flair for fashion that is all his own. He is also one of the most recognizable and popular faces of international cricket. That and more have made Dhoni a brand in itself.

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3.25 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."

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