Virat, Ranveer & Ranbir lord over World Cup brand mania

According to industry experts, the cricket tournament is a huge opportunity for brands to build a connect with the consumers and getting a celebrity to endorse adds to the impact

e4m by Anjali Thakur
Published: Jun 11, 2019 8:15 AM  | 4 min read
World Cup

The world of cricket opens up truckloads of opportunities for the corporates. The ongoing ICC Cricket World Cup telecast on TV has been interspersed with loads of commercials. Among the ones hard to miss are Ranbir Kapoor’s Coca Cola advertisement, Virat Kohli’s Uber campaign and Ranveer Singh’s TVC with Llyod. These three faces seem to have taken over the World Cup brand mania. 

“A celeb endorsement is the ultimate pat on the back for a brand. When a celeb backs a brand, it adds to the awe factor and heightens awareness about the brand among the consumers. And if the endorsement comes from the cricketing icons, then it is all the more good,” said Harish Bijoor, Brand Expert and Founder of Harish Bijoor Consults iNc. 

Be it on the field or off it, the Indian cricket team Captain Virat Kohli has it all sorted and thus brands also trust him the most to present the best foot forward when it comes to endorsements. From Puma to Audi, Kohli is clearly a brand champion. On choosing Kohli when brands are increasingly moving towards social media influencers, Manisha Lath Gupta, Head of Marketing, Uber India and South Asia, said: “I think what Virat has really helped us to do is break through the clutter and create far more impact for our communication than it would have otherwise. The use of a celebrity helps you to create a better impact and awareness about the brand, and break away from the clutter too.” 

Talking about Kohli’s association with Puma, Abhishek Ganguly, Managing Director, Puma India, said: “Virat is not just the greatest athlete of our time, he’s also the biggest youth icon in India. Having performed like a real champion on and off the field, Puma celebrates his sportsmanship as he shoulders the nation’s expectations for the international cricketing tournament with his captaincy.” 

Moving on, in 2018 Ranveer had as many as 25 brands in his kitty and his brand value of $63 million helped him move up one place to rank 4 from the previous year. During this World Cup telecast, he seems to be all over the commercial space. “The Cricket World Cup is the ultimate international event that brings together the collective attention of over 1 billion people around the world, with 90 per cent concentration in South Asia. Nearly 40 per cent of the media spends by leading brands this year will be around the World Cup and it is important for them to seek high-impact attention which is only possible through mega celebrities such as Virat, Ranveer and Ranbir,” said Saurabh Uboweja, Chief Executive Officer, Brands of Desire, a management consulting firm. 

According to Jagdeep Kapoor, Brand Expert and CMD, Samsika Marketing Consultants, since the World Cup takes place once in four years, brands wants to make the most of it. “It is key to catch the attention of consumers during this event as it helps in building a brand. Having a celebrity to endorse helps in achieving that objective. The brand scores, just like the cricketer.” 

So how much do these celebrities charge per endorsement? While Bijoor tells us that the numbers can’t be really calculated, according to Uboweja, the big celebrities charge anywhere between Rs 3 to 15 crore for a multi-year brand endorsement deal. 

“Ranveer and Ranbir are hot property today. They are youth icons and have been making the right moves and this is also why they have big endorsements in their kitty. World Cup, as we all know, is the biggest festival of cricket and is watched by all lovers of the game. This is why all premium brands take part in the game and their obvious choice is to endorse top players of the game,” Atul Mohan, trade expert.

Both actors also charge Rs 8 to Rs 10 crore, depending on the brand, Mohan added.

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