On or off the field, brand Yuvraj will remain relevant
After Yuvraj Singh announced his retirement from international cricket, experts believe this wouldn't have much impact on his endorsements
Yuvraj Singh has called time on his international career - a career which spanned 40 Tests, 304 ODIs and 58 T20Is, a career which established himself as the best Indian all-rounder of his generation - an explosive batsman, a livewire in the field and a more than a useful slow left-arm bowler.
“I have decided to move on,” he said at a press briefing in Mumbai.
Yuvraj is one of the highest paid sportsperson and celebrities in the country. He is the sixth highest paid sportsperson in India, with total assets of $35 million. He is one of the most sought-after cricketing stars across the world, which has enhanced his brand value dramatically. With the announcement of him retiring from the International cricket, will it affect the brands that he has endorsed over the years?
According to Dimple Gupta, Brand Expert and Director of Strategic Brand Consultant, this will have little impact on the long list of brands that he has endorsed. “The core of Brand Yuvi is resilience - through his very inspiring fight with cancer, a comeback to sport he loved, he inspired millions of people around the world and his fans, that it is possible to overcome obstacles by grit, determination and a true sportsmanlike fighting spirit. He is a living example of - never give up. His story is one of hope - the best 4 letter word ever made.”
Adding, “All brands somewhere sell hope to their customers - cosmetics give hope that you can become more beautiful, clothing brands ensure that you remain hopeful of looking great, Parachute promises that people can hope and get great hair, Reebok and other sports-oriented brands let you dream and hope that it is possible to get fighting fit and have great looking athletic bodies.”
So, what happens now after his retirement? Dimple tells us, “Once an active sports player or cricketer resigns - it does take the sheen a bit away from him, whether it was Sehwag in earlier days or even the mighty Sachin Tendulkar. 'YouWeCan' by itself is a great platform - which now enjoys fairly high awareness and is symbiotically symbolic of hope. Perhaps Yuvraj and YouWeCan can now come together and have brand endorsements in related fields - it could be nutrition, pharmaceuticals, clothing, TED talk like events and stories or many other brands.”
Adding, “Yuvraj can also consider remaining associated with cricket via - commentary, coach, advisor. He can have - triangular corporate partnerships - he, cricket/sports academy and the client brand. In future perhaps fewer people will be interested in 'seeing' Yuvraj as a brand (say in a Pepsi ad) but a much higher number should be very interested in 'hearing' Yuvraj as a brand in anything (sport related goods, life insurance, or anything) where he brings to life - stories of motivation and hope. His brand value can be much higher if the product categories and stories around them are carefully built. He has no competition! Nobody is made up of the 'rock solid resilient core' that is inside of him today and 1billion plus people are aware of that! It is up to the marketers and brands to build on it.”
Yuvraj has endorsed brands such as - Microsoft Xbox 360, Reebok, Pepsi, Parachute Hair Cream, Lakshmi Vatika Ltd., Birla Sun Life, and Royal Stag Mega Music Laureaus and Benz.
Yuvraj was diagnosed with cancer in 2012, after which he was away from the cricket field for some time. But he made a successful comeback in 2013.
Yuvraj Singh has also been a brand ambassador for LG Electronics India Pvt. Ltd, Donear Suitings & Shirtings, Sporty Solutionz, TI Cycles, Parachute, and Puma.
Jagdeep Kapoor, Brand Expert & CMD, Samsika Marketing Consultants opines, “Yuvraj Singh is a very resilient brand. Whether on the cricket field or life’s field. Tremendous staying power with a touch of glamour and style. The brand name Yuvraj itself has a princely feel to it. His batting style and lifestyle had an easy flow. He lives fully, to the hilt like the six sixes, he hit. His brand value would still be strong amongst relevant brands and their positioning. A man of his resolve, just cannot dissolve!
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