Max signs on Sehwag as channel ambassador

MUMBAI: Sony Entertainment Television India's movies and cricket channel Max already has a cricket legend as its brand ambassador in Kapil Dev. It has now added a potential legend in the making and Indian cricket's new "master blaster" Virender Sehwag to its roster.

Sehwag will represent brand Max and will be closely associated with the channel in presenting the biggest ICC tournaments coming up. He will play a crucial role in Max's programming, marketing and promotion efforts.



Sehwag, who will be endorsing Max for the next two years (which can be extended to five years), is represented by Latika Khaneja's Collage Sports Management. While channel officials remained tight-lipped on the terms of the deal, industry sources estimate Sehwag's contract would involve a payout of Rs 3-4 million a year, which works out to Rs 15-20 million spread over five years. One reason for the "low signing amount", according to the sources, is that cricketers' rates have dropped significantly in the wake of the shoddy performances put out by the Boys in Blue in the recent past.

SET India CEO Kunal Dasgupta made the announcement this afternoon in Mumbai that Sehwag would be teaming up with Kapil Dev, Mandira Bedi (of the noodle straps fame) and channel mascot Sameer Khan to promote Max.



Said Dasgupta, "Sehwag's passion, drive and energy, and his ability to keep people enthralled and entertained, are truly reflective of the passion and 'Deewanapan' that Max stands for. I am indeed pleased to welcome Sehwag to the Max family."

Having said that, Kapil's signing proved a bulls eye hit for Sony, especially as soon after the deal was done, he was declared Wisden's Indian Cricketer of the Century, pipping both cricketing sensation Sachin Tendulkar and batting maestro Sunil Gavaskar in the race for honours.



With Sehwag's coming aboard Max, Sony would certainly be hoping the Indian batting ace leads from the front on the field. There is nothing that will jack up viewership and bring ad money rolling in like a winning performance from the Indian cricket team.

The cricketing properties Max has lined up include the ICC Super Seires 2005, the ICC Championship Trophy 2006 (to be played in India), and the ICC Cricket World Cup in 2007 (in the West Indies).

Latest Reads
The changing landscape of 'Festive Marketing'

Festive season is a time when marketing spends by brands shoot through the roof – and for good reason. This is the time when most high-ticket purchases are made, or if not, influenced. Because of these, most products have huge discounts going on their platforms or brands.

MAM Marketing MAM
Publicis.Sapient launches campaign with The Humsafar Trust

Publicis.Sapient, the digital business transformation hub of Publicis Groupe, has launched a short film, #PeopleNotLabels, in partnership with The Humsafar Trust, India’s oldest LGBTQ organisation.

MAM Media and Advertising Ad Campaigns
Datsun appoints Aamir Khan as face of brand

Datsun has announced actor Aamir Khan as its brand ambassador in India.

MAM Media and Advertising People launches new TVC campaign for ‘Home Utsav’

Real estate platform has announced the launch of the new TVC campaign for ‘Home Utsav’, an annual online home shopping festival.

MAM Media and Advertising Ad Campaigns
IdeateLabs retains the digital mandate for RR Kabel with global expansion

In a recent announcement, IdeateLabs, a Mumbai-based digital agency has retained its creative and digital duties for RR Kabel, a leading wire and cable manufacturer.

MAM Marketing MAM
Bloomberg|Quint WhatsApp Service - India’s only business news service which offers customized news & stock updates on the go Over 3.5 lakh subscribers in less than 8 months

WhatsApp has become synonymous with communication on the Internet and with brands deploying innovative means to engage with customers using the app, it has gone beyond being just an informal messaging app.

MAM Marketing MAM appoints Jaikumar KP as SVP for MatrimonyPhotography

Online matchmaking and marriage service has appointed Jaikumar KP as senior vice president to spearhead sales and operations of MatrimonyPhotography, the leading Wedding Photography and Videography Service that has completed nearly 15,000 weddings.

MAM Media and Advertising People
Publicis India terminates Ishrath Nawaz

Publicis India has decided to terminate Ishrath Nawaz following allegations of sexual harassment against him.

MAM Media and Advertising People
IKEA gives 'voice' to products in latest campaign

The IKEA store launch in Hitec City, Hyderabad, has been one of the most talked about launches in recent times. A much-anticipated event, the store launch was preceded by the brand’s first ever communication for the Indian market, created by Dentsu Impact – the creative agency from the Dentsu Aegis...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories