The makers of MS Dhoni: The untold story are emphatic about one thing, this movie is not just about cricket. Watch the ads, read the interviews and the promotional communication and there is no missing this message. It is about a young ambitious man's journey from small town India to become captain of the cricket team. That he is the acknowledged maestro of a game that is followed with the fanatic frenzy of a religious cult, is a bonus. The same positioning has governed the producers'choice of partner brands. Maruti Suzuki, Exide Life Insurance, TVS Motor, Kingfisher and Finolex are among the big names on board and they are all looking to leverage the star-cricketer's mass appeal in the Indian heartland as much as they are hoping to ride the popularity of the game.

The film, meant to let people get to know their captain behind his cool image, steers clear of the controversies that marked the game in his tenure. Shikha Kapur, chief marketing officer