He was already India’s biggest icon and proudest possession after scoring an incredible 47 Test and 46 one-day tons. But after he played that unbelievable 200-run innings of brutal finesse on Wednesday, Sachin Ramesh Tendulkar, 37, has ensured that he could leave the field tomorrow without any dilution in his brand equity.
Brand experts say Tendulkar will continue to get paid millions of dollars to appear in television commercials and on billboards selling everything from luxury cars to credit cards, soft drinks to shoes even after he retires. Reason: Sachin is a brand that transcends time, according to Ogilvy and Mather India Chairman Piyush Pandey.
That’s a far cry from the days (just a few months back) when the growing feeling was that Brand Sachin was no longer value for money. After recurring injuries kept him off the field and a blip in form, a growing number of companies including Fiat, TVS, Airtel and Pepsico ended their long relationship with the cricketer. Experts were quick to point out that half the country’s population is below 30 years and Tendulkar, clearly, was overage. More so, when younger men like M S Dhoni have turned in more consistent performances. One of his former teammates, Sanjay Manjrekar, even referred to Tendulkar as “the elephant in the dressing room.”
The impact was obvious. According to Tam Media analysis, Tendulkar currently endorses around 15 brands. But his nearest competitor, M S Dhoni, endorses more than double that number.
Source : http://www.business-standard.com/india/news/brand-sachintopthe-world/387133/
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