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Brand Sachin

Brand Sachin

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Published by Ankush Singh

Branding of Sachin Tendulkar

Branding of Sachin Tendulkar

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Categories:Types, Business/Law
Published by: Ankush Singh on Feb 01, 2013
Copyright:Attribution Non-commercial

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02/19/2014

 
Sachin as a Brand: Past and Present
Tendulkar, who made his debut in India in 1989, has
 been the country’s highest
-paid athlete in the lasttwo decades
.
Tendulkar's total brand value currently stands at Rs 200 crorewith a total of 17 brands in his kitty.Many of his endorsement contracts expire between now and 2014.
Brand Tendulkar has a unique appeal .Represents the aspirationsof middle class India, and for years has managed to retain hisclean image and connect with the masses.
As a brand ambassador, has matured over the years,from playing a
young icon
in
 
Pepsi's
 Dil Mange More
commercial in 1990sto do the
 mature role
of an icon in recent
 Aviva
advertisements.
Toothpaste brand
'Sach
' was co-created bythe cricket icon Tendulkar and Future Group
.
 
 
On 23rd December 2012, he shocked the entire world by announcing his retirement fromOne Day Cricket all of a sudden.
Marketing experts say his retirement from the shortest form of the game is likely to dilutehis image as a youth icon and discourage companies that use it as their brand ambassador
.
Canon
, which had signed up Sachin in 2007, has not renewedits contract with the cricketer.
“ 
As we needed to align our brand with a lifestyle positioning, we signed up actress Anushka Sharma. There was a need to move on and connect with a younger audience 
.“ 
-Alok Bhardwaj, Senior VP Canon India.
Continuous lack of form and aging reflexes hascaused reputable brands to exercise options greatlyreducing the telecast of a number of advertisementsfeaturing him
.

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