Is Hima Das the new sports brand in the making?

With her exceptional performance at the famous AAF World U-20 Athletics Championship 2018, within three days Assam State has made her the sports brand ambassador. Das will soon have many brands rushing to her.

e4m by exchange4media Staff
Updated: Jul 16, 2018 9:00 AM
Hima Das

On July 13, Hima Das created history as she became the first Indian athlete to win a gold medal at the IAAF World U-20 Athletics Championship 2018 in 400 meter at Tampere. A proud moment for India which immediately led Assam government to make her the state’s brand ambassador for sports the very next day to inspire the budding players of the state to aim big and the young generation to take up sports seriously.

This step of Assam making her the sports ambassador is only natural according to N Chandramouli, CEO, TRA. “If you look at it from sports goods’ point of view brands like Puma and Adidas are looking for inspirational story and they will automatically come running to her. She might be endorsing television sets and cycles etc. But my humble advice to her would to endorse brands that will go with her character. Don’t pick up the first endorsement that comes.”

The brand experts are confident of the fact that brands will come running to her. This is where brand advisers come in. He says, “The timing is perfect for them to come and support her in decision making.”

Indraneil Das Blah, Founding Partner KWAN, thinks that it’s way too early for that to happen as the athlete is raw. He said, “It’s still a long way as she’s very raw. So with time there will be some polishing. So it will make sense for some brands to use her tactically, for a campaign or so. They will user her in a one-off campaign maybe from patriotic angle.”

Hence Kwan Entertainment will be approaching her later as it’s a tad bit early. Blah adds, “As performances improve on the world stage we will see brands approaching her. Now it’s a tad bit early to start talking about the same.”

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