Top Story

e4m_logo.png

Home >> Advertising >> Article

On target: Rathore bags ad deals

23-September-2005
Font Size   16
Share
On target: Rathore bags ad deals

A year after shooting his way to a silver in the Athens Olympics, Rajyavardhan Singh Rathore is all set to ride the gravy train.

Allowed by the Defence Ministry to endorse brands, Rathore, an officer in the Army, has finalised contracts to endorse the products of the Sahara group and Hero Honda, while discussions are said to be progressing well with Coca-Cola India.

In the process, Rathore will become the first serving army officer to endorse brands. Thus far, he has been the Army’s brand ambassador, appearing on billboards advocating a career in the armed forces. But the real thing, and the moolah, come now.

“Lt Col Rathore has signed three-year contracts with both Sahara and Hero Honda, while the details are still being worked out with Coke,” Collage Sports Management Director Latika Khaneja told Business Standard. Collage, best known for managing cricketer Virender Sehwag, had signed up Rathore some time ago.

Shooter Rathore is being viewed, along with tennis player Sania Mirza and Formula 1 driver N Karthikeyan, as one who will break the cricketer-film star glass ceiling of celebrity endorsement. But he is not quite there, yet.

The Hero Honda and Sahara deals will bring him “not as much as cricketers get”, said a source close to the deals. Then there is the Army, which will get 5 per cent of Rathore’s endorsement earnings to promote sports in the force.

Nevertheless, the deals will put the marksman firmly in the constellation of sought-after celebrity endorsers. “The fact that you are signing contracts makes you very much a part of the hierarchy,” said Khaneja.

Collage is in talks with Doordarshan to improve the visibility of shooting. The idea is to focus on the small ones first, Asian Games and Commonwealth Games, which are largely DD’s territory.

Tags

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve