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

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Rahul Johri, CEO, Board of Control for Cricket in India (BCCI), spoke about the upcoming season of IPL and with Star India’s re-imagine approach, he made assured that this year will be a kickass seas...

At the “Dentsu Aegis Network-exchange4media Digital Advertising Conference,” Abrol shared insights on how digital is transforming the way they operate and grow

The Dentsu Aegis Network-exchange4media Digital Report 2018 that was unveiled on January 16, 2017