Sachin Tendulkar is considered a cricketing God by not only millions of Indian cricket lovers but also those across the world whose hearts have been won over by his immense talent and wins for India in his career spanning over 24 years. His retirement has made his test 200th and final test match of an India versus West Indies five-day match no less than a landmark in cricketing history. The match, which commences today, has brought about a sense of euphoria across the nation, with fans waiting with bated breath to see their idol in action for the last time.
In his illustrious career, Tendulkar – whose endorsement earnings are estimated to be $15 million to $18 million – has proved he can indeed sell anything from life insurance to energy drinks to an audience who deeply connects with him.
While brands ranging from e-bay, musafir .com, India Today Group, Adidas, etc. do their best to cash in on the Sachin mania, Hindustan Unilever has decided go several notches higher and dominate the match with in-stadium branding. Interestingly, the FMCG major has chosen a singular brand for this – Fair and Lovely Menz, which is going to be branded across the stadium, with 200 media units covering all stands.
Arguably not only a milestone in cricket, but a milestone for India as a nation and by far the biggest event in Q4 2013, HUL aims to rule television viewing during the match through ‘stadium branding’ as opposed taking the normal route of advertising through commercials like other brands.
“Cricket is the biggest sport in India and hence the perfect platform for a men’s brand to be present in. This gives our brand an opportunity to be present on a property of huge scale, which has high visibility, high repeat value and will be seen and shared by millions of people. This is media multiplier effect at its best wherein a static brand property will be visible on TV, thus multiplying the actual reach for our brand,” said a HUL spokesperson.
Interestingly, the branding has immense repeat value as well, with parts of the much hyped match being shown again as well, as Tendulkar’s last test match is likely to be recorded and viewed by millions.
“The in-stadia branding is a wonderful example of riding an opportunity. The interest and involvement of the country in Sachin’s last test, especially men, will am sure give the brand positive RoI. And this doesn’t even take into account the residual impact of the branding due to the multiple exposures that clips from this match will get,” said Suresh Balakrishna, CEO, Rapport India, HUL’s agency for OOH advertising.