| Globosport
CEO Anirban Das Blah believes that the endorsement figures are much lower at Rs
4500 million with the division between Bollywood, regional and sport being at
70 per cent, 10 per cent and 20 per cent respectively. Tennis
endorsements in Porwal's opinion are in the region of Rs 30 million with Sania
Mirza accounting for a lion's share. Blah believes the tennis star accounts for
Rs 70-80 million.
With this background, will Yuki do well as a brand ambassador?
Blah suggests
that he eventually will, but since he is currently under contract with IMG, which
is not strong in representation, individual agencies will approach his manager
and strike endorsement deals for him. "I have an advertiser who is interested
in signing on Yukki and will be approaching IMG next week," says Blah.
Hyundai Motors
senior VP - marketing and sales Arvind Saxena says, "I think it is possible
for advertisers to rope in Yuki Bhambri as the face of their brands because after
winning an international tennis title he has caught everyone's attention."
"Meanwhile,
I think some of the advertisers will definitely approach Mahesh Bhupathi too.
Sania Mirza is already promoting a few brands, so it is quite possible for advertisers
to approach Mahesh as he has been one of the most popular players in Indian tennis,"
adds Virgin Mobile CEO MA Madhusudhan. Blah,
however, indicates that Bhupathi – his partner - will not be too keen to
endorse brands as he has enough on his plate. Says he: "As far as Mahesh
is concerned, he is at the moment juggling two jobs. He is busy creating business
for his company, GloboSports and managing his own tennis career. Thus, I once
again don't see a very dramatic change happening to Mahesh’s career in terms
of endorsing brands. At present, he endorses two brands - Nike and Bengal Peerless."
Asian Paints
VP-sales and marketing Amit Syngle elaborates, "As far as brand ambassadors
are concerned, I strongly feel that they should fit the personality of the brand.
It is true that both Mahesh Bhupathi and Yuki Bhambri had won international titles
in tennis. However, before bringing them on board, I will first try and judge
whether their personalities match my brand’s; thus, unless there is a connection
between the brand and its representative, I don't see a point of bringing the
two together." Maruti
Suzuki executive officer-marketing and sales Mayank Pareek feels that an advertiser
will only approach either Mahesh Bhupathi or Yuki if the advertiser thinks that
there is a connection between his brand and the brand ambassador. "It has
to be a perfect match between the two. For example, when we at Maruti launched
A-Star, we got Farhan Akhtar. Farhan, who is versatile in his profession from
being a director, to producer to an actor, suited the brand as the tagline for
the car said, 'Stops at nothing'. Therefore, when it comes to a brand ambassador,
there has to be a perfect marriage." However,
KFC director – marketing Unnat Verma affirms that a flash in the victory
pan is not enough; players have to show consistency. Says he: "Winning one
or two titles does not really help. As far as Yuki Bhambri is concerned, he has
just started and only if he continues to perform consistently then yes, advertisers
will definitely look at him as one of the faces to represent the youth brands."
Says
Blah: "Yuki has the talent and that is to his advantage. I would love to
sign him on and build his brand. He has the potential." On
that note, let's see how the Yuki saga unfolds. Stay tuned in!!! | 
