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What next for Brand Tendulkar?

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What next for Brand Tendulkar?

Sachin Tendulkar will play his 200th and final Test match from November 14, 2013. A cricket icon for Indians, Tendulkar is also one of the country’s most enduring brands, one that has appeal across regions, gender and socio-economic standing.

Having led India into a new era of fearless, Brand Tendulkar symbolises solidity, trust, excellence and achievement. Besides breaking and setting new records on the cricket field, he has also changes the paradigm of sports endorsements in India.

The brands currently endorsed by the Master Blaster span across banks, electronics majors, sports gear manufacturers, luxury watches and soft drinks. The association with health drink Boost is perhaps his longest lasting one, a deal he had signed 24 years ago.

Tendulkar’s retirement is the perfect time for brands to cash in on his popularity, and this development also comes bang in the middle of India’s festive season, when marketing activity is at fever pitch.

But what’s in store for Brand Tendulkar once he is away from the cricketing limelight? Will the adulation and brands follow him even when he is not on the field?

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