Valuemart Retail ropes in Tendulkar as brand ambassador

MUMBAI: Bangalore-based B2C and Retail Solutions firm Valuemart Retail (India) has signed a three-year deal with Sachin Tendulkar to be its brand ambassador.

This is Tendulkar’s first brand endorsement this year. He was last signed by BMW in October 2012.

In the time where his colleagues like Mahendra Singh Dhoni and Virat Kohli are getting a number of endorsements, will Tendulkar’s brand value lessen?

According to Kwan COO Indranil Das Blah, Tendulkar has reached a stage where no one else has yet. “Sachin is in an interesting phase of his life. People are talking about him -- whether he is playing or not, retiring or not. He will always continue to attract people. Even after retirement, he will continue to get endorsements because that will be the only place on screen where he would be seen. As far as one is getting him at a good cost, I can’t think of any reason why the brands should stop signing him.”

Tendulkar will promote a range of commemorative products conceptualised by Valuemart Retail, involving the use of his images, photos and logo.

Valuemart Retail founder director C K Vasudevan said, “We are extremely honoured to have Sachin as our brand ambassador for the new initiative planned by the company. Sachin is a global sports icon and personifies the highest standards of excellence and integrity. We believe that we share the same values as Sachin and commit ourselves to deliver the same standards of quality and excellence in our new product initiative.”

Tendulkar said, “I met with Vasudevan and his team sometime back and was impressed by the new initiatives that they are working on. I am happy to be a part of Valuemart’s plans and wish him and his team all success”.

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