Top Story

e4m_logo.png

Home >> Advertising >> Article

India, Inc. bets low on Brand Sachin

09-June-2005
Font Size   16
Share
India, Inc. bets low on Brand Sachin

He is worth over Rs 20 crore. But Sachin Tendulkar may be on a sticky wicket with India Inc.

While India's richest sports star managed to sign up a few endorsements in 2004, they were for little known brands. The last high-profile brand to rope in Sachin was Airtel, back in October 2003.

In the current year too, out-of-action Tendulkar has not signed a new endorsement deal in the first six months. His first two endorsements this year are expected to be for a European accessory brand and a firm dealing with children-related services.

In contrast, Rahul Dravid has just signed up with Bank of Baroda and teamed up with Max New York Life just a couple of months ago. Virendra Sehwag too has been fairly busy, signing up with SET Max late last month and with Dabur .

In 2004, Sachin signed up for German mobile phone firm G-Hanz, phone content provider Nazara Tech and a contract on cricket memorabilia.

WorldTel Sports India, the agency which represents Tendulkar, attributed the low form of Brand Sachin to pressures of time. Jeanne-Marie Verghese, director, WorldTel, said: ''He is already endorsing various big brands, follows a heavy cricket schedule and has family requirements.''

All high-profile brands that Tendulkar continues to endorse - such as Pepsi, Britannia, Adidas, Boost, ESPN and TVS - were signed up when he was at its peak.

''Tendulkar is going through a rough patch. Corporates do consider performance while signing up celebrity endorsements,'' admitted Vinita Bangard, VP, celebrity management services, Percept D'Mark.Industry officials, however, maintained that Tendulkar's brand worth has not dried up. His endorsement fee per deal starts upwards of Rs 6.5 crore.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...