Top Story


Home >> Marketing >> Article

Sachin Tendulkar’s new innings-- from endorser to entrepreneur

Font Size   16
Sachin Tendulkar’s new innings-- from endorser to entrepreneur

Sachin Tendulkar can be synonymous with many words – “God of cricket”, “Master Blaster”, “Little Master”, “Legend” and the list goes on. When Tendulkar decided to hang up his boots on his illustrious cricketing career on November 16, 2013, every fan and Indian citizen alike thought that the cricketer was a step away from entering the world of politics just like his former colleagues-- Mohammed Azharuddin, Vinod Kambli, Navjyot Singh Sidhu and others. Though he was nominated to Rajya Sabha in 2012, but Tendulkar has continued to pursue his interest beyond cricket and politics.

Recently, the cricketing legend joined hands with fashion retailer Arvind Fashion Brands to launch a premium men's apparel brand--True Blue. The brand will get its first outlet in Mumbai and the store will reportedly open as early as May this year.

Tendulkar is estimated to have endorsed over 50 brands in a career span of 24 years with an accumulated endorsement fee reportedly of over Rs 500 crore. His prominent business deals included the contract with WorldTel in 1995 which was around 35 to 45 crore and renewed in 2001 with a price tag of Rs 80 to 100 crore. According to Forbes magazine, Tendulkar was the game’s highest-paid player before Dhoni’s rise to fame.

We take a look at some ad campaigns that the legendary cricketer has been part of over the years’:

Band Aid – This was Tendulkar’s first ever ad in which the cricketer is recommending this first aid product.

Boost - Tendulkar was seen in this Boost ad with Kapil Dev as they proclaim Boost to be the secret of their energy.


Pepsi - In this ad from the late 90's Shah Rukh Khan is shown dressed up like Sachin Tendulkar

Coca-Cola – In this ad, Tendulkar pulls out a bottle of coke from an ice container just to say “Khelte Raho, Khush Raho”, as if asking every kid in the nation to go out and play and stay happy.

MRF – Sachin Tendulkar was seen in this advertisement exclusively for the monsoons, he teamed up with MRF Tyres and promoted the special monsoon friendly tyres exclusively designed by MRF.

Other brands endorsed by Tendulkar include: Action Shoes, Britannia, Fiat Palio, TVS, Sunfeast Canon, Airtel, G-Hanz, Sanyo BPL, Toshiba, Colgate-Palmolive, Philips, VISA, Castrol India, Ujala Techno Bright,, ESPN Star Sports

He has also been a part of the campaigns with National Egg Coordination Committee and the AIDS Awareness Campaign.

Here are some popular print ads endorsed by the legendary cricketer:

Sachin’s brand image post retirement:

According to Forbes Magazine, in 2012 Tendulkar ranked #78 among the world’s highest paid sports players, in 2013 he ranked higher at #51 and in 2014 post his retirement he dropped out of the 100.

Tendulkar’s brand value (sum of his earnings from all endorsements) reportedly declined from an estimated Rs 120 crore at the end of 2013 to Rs 75 crore in 2014.

Tendulkar is currently the brand ambassador for Luminous Power Technologies Pvt. Ltd,, BMW India Pvt. Ltd, Aviva Life Insurance Co. Ltd, MRF Ltd, DM Healthcare Pvt. Ltd, the United Nations Children’s Fund (Unicef) the International Cricket Council and Oxigen wallet.

Commenting on Tendulkar’s powerful brand persona, Pramod Saxena, Chairman and MD of Oxigen Wallet Services said, “Sachin has been a great brand ambassador, he is an instant connect and a great recall, so when he comes in, it makes a huge difference. This gives our customers a lot of confidence that they are dealing with a brand that is associated with a name like Sachin Tendulkar.”

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

The unveiling of the Pitch Madison Advertising Report 2018 event was held on February 15, 2018. Over the years, the report has become a benchmark in the industry. Here are some pictures from the event...

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing...

Jake Dyson, Chief Engineer and Member of the Dyson board, spoke about the innovations and technology that they plan to bring to India