As the ICC Cricket World Cup 2007 is a round the corner, the nation of a billion cricket crazy fans, who desperately search for some ointment to soothe their wounded pride in the sports arena, obviously pins its hope on its much hyped cricket team that consists of illustrious players like Sachin Ramesh Tendulkar (Sachin). The performance of the team from a billion plus strong market at the World Cup is very crucial for its die-hard fans, a billion-dollar rich Board of Control for Cricket in India (BCCI), the International Cricket Council (ICC), sponsors, media and most importantly marketers who have signed up the over-priced Indian cricket players as their brand ambassadors. Whenever we are talking about cricketers as brands, Sachin, who is one of the most expensive trio of Indian human brands, with his legendary reputation (and of course with a billion rupee contract too) comes to our minds immediately. His 17-year (still a few more years, hopefully) long presence in the cricketing world overshadows his contemporaries and has been smashing one, cricketing as well as endorsing, record after another for a six. When he is on song, the bowlers have no choice but to dance to his wonder willow's tunes on the cricket field. With his trademark smile not to forget. Sachin has driven (his curly hair and cherubic features), the macho models in search of alternative jobs in the advertising field too.
Sachin,
as a brand, has major brands like Cola conglomerate Pepsi, the Italian auto major
Fiat, sports apparel and shoe giant Adidas, printing paramount Canon, food products
by ITC, energy drink Boost, etc., in his kitty. Many more brands are in queue
seeking his most sought after signature. Sachin has a huge fan following and commands
a huge sum for his endorsements. |
