Television

Will Brand Sachin take a beating?

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2015/08/19/Untitled-1_25.jpg?itok=SoFkXziG

Sachin Tendulkar has had his way with the BCCI after all. His legions of fans and his family will be able to watch the Master Blaster bat one last time on his home ground as he plays his 200th and final match at Mumbai?s Wankhede Stadium next month.

While this is a small compensation for millions of cricket-crazy Indians who look up to him as almost God, one might argue that they can continue to watch him on television, post retirement, as the face of the many brands he endorses. And, others might question if advertisers will continue to cough up astronomical sums to have Sachin advertise their brands even after he retires from all form of international cricket.



Watch the video: Boost pays tribute to Sachin's 23 years of stamina!

GroupM national director of sports and live events Vinit Karnik feels Sachin?s retirement will make no difference to his brand value. ?Sachin appeals emotionally to at least four generations if not more. These are the people who have grown up watching him play and do not mind more of him. Post retirement, if he is seen endorsing a brand, these people would love ?catching up? on him, even if it is in the ?brand? space,? he says.



Harish Bijoor feels post retirement Sachin's brand value will diminish

On the same thoughts, CAA Kwan's COO Indranil Das Blah, thinks that though there will be a decrease in number of brands he endorses, his brand value won?t get affected. ?Brands will continue to associate with him, especially the ones with older target audience. Post retirement, they will be known for stability, loyalty etc.?



Having said that he adds that there can be a marginal decrease, around 10-15 per cent, on the brand value. However, this will and shouldn?t impact the price he charges for endorsing a brand.



Brand consultant Harish Bijoor says: ?Sachin?s retirement means a setback to Sachin?s brand endorsement money value for sure. Sport stars are always evaluated on the basis of the last three matches they have played. Add to that the heritage value of the bat that has been wielded.



 Despite it all and despite Sachin being the God of Cricket, endorsement money is bound to go just one way? south.?



Indranil Das Blah feels that though there will be a decrease in number of brands he endorses but his brand value won't get affected

Whichever direction Sachin?s brand endorsements may be headed, most of the industry agrees that it doesn?t get any better than the cricketing legend?s current brand value. "Statistically speaking, with earnings in the range of $18 million, solely from endorsements across categories, even at the age of 40, he is ranked 51 on the Forbes World?s Highest Paid Athletes List for 2013. This places him ahead of the likes of Wayne Rooney, Didier Drogba, Serena Williams, Neymar, Sebastian Vettel, Zlatan Ibrahimovic and Steven Gerrard - all of whom are younger than him," emphasises Karnik.



Independent communication consultant Ganapathy Viswanathan, says: ?Boost, the beverage drink, is one of the early brands that he endorsed which was followed by several other brands as he grew popular. One of his longest associations has been with MRF Tyres. Sachin almost had a 10-year long relationship with MRF, which proves the trust the brand reposed in him. Besides, there are several other brands he has endorsed that just went well with his personality and fit the brand well.?



Ganapathy Viswanathan points out that after Boost he endorsed several other brands as he grew popular

Collectabillia.com that sells Sachin Tendulkar?s memorabilia, informs that post his retirement announcement, the sale of Sachin merchandise and personally autographed products has increased significantly. ?Sachin autographed products are selling like hotcakes. A personally signed cap by Sachin which costs Rs 7,500 provides a great investment opportunity for avid collectors and lovers of the game. Besides, Sachin branded T-shirts which starts from Rs 699 onwards are selling very fast,? adds a spokesperson from the portal.



The overall view is a brand ambassador must fit the bill as he/she is the best way to put a human face to a product or service. Hence, brands must be careful about choosing their ambassadors rather than just going for famous faces to advertise their products. For instance, Virat Kohli is the hottest name right now and most brands want to cash in on him, feel many.

In Sachin?s case, brands have just about a month to cash in on the phenomenon. Only time will tell which brands choose to stay in action and which try to get away from the clutter...



Brands endornsed

Boost (1990?present)

Fiat Palio (2001?03)

G-Hanz (2005?07)

Pepsi (1992?2009)

TVS (2002?05)

Sanyo BPL (2007?present)

Action Shoes (1995?2000)

ESPN Star Sports (2002?present)

Toshiba (2010?present)

MRF (1999?2009), Adidas (2000?10)

Sunfeast (2007?13), Canon (2006?09)

Colgate-Palmolive, Philips, VISA, Castrol India (2011?12)

Britannia (2001?07)

Airtel (2004?06), Reynolds (2007?present)

Ujala Techno Bright and Coca-Cola (2011?13)

He has also been a spokesperson for National Egg Coordination Committee (2003?05),  AIDS Awareness Campaign (2005) and Luminous India (2010?present)

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/NG.jpg?itok=K2t16PB_
Monuments Turn Red, As National Geographic Raises an Alarm for Planet Conservation

Glaciers are melting, sea levels are rising, pollution in various parts of the world is at its peak, and tonnes of plastic waste is in the oceans.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/jony.jpg?itok=pT_heat_
Sony BBC Earth hosts the extraordinary Natural History Producer and Global Storyteller, Jonny Keeling, in India

Sony BBC Earth, India’s No. 1 factual entertainment channel and home to the most iconic and premium content, continues to deliver to its promise of making the viewers ‘feel alive’.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/jumanji.jpg?itok=g7Q0FcKR
‘Ab Jungle meinhoga Dangal’ with the Hindi Television Premiere of Jumanji: Welcome to the Jungleon November 24th at 8pm only on &pictures

Ever wonder how it feels to be inside a game and play the character you choose? In the brand-new adventure Jumanji: Welcome to the Jungle, the tables are turned as four teenagers in detention are sucked into the world of Jumanji.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/tv.jpg?itok=sMpw7SEL
Broadcasters see regional adex space growing

Now that the Hindi fervour has died down, broadcasters and advertisers have latched on to the regional segment. It's no wonder that the adex in the space is expected to grow as well. According to the global ad growth forecast of GroupM, India’s adex is expected to grow at 14.2 per cent compared to...

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/10.jpg?itok=tYOD3hMY
Bodhi Tree focusing on three verticals to scale up business

Over the top (OTT) services have given a big boost to production houses in the country  Bodhi Tree Multimedia, started by Mautik Tolia and Sukesh Motwani five years ago, only concentrated on general entertainment programs on TV initially. Following the change in the overall entertainment industry,...

Television Production House Fiction
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/zee.jpg?itok=cSVH9EqA
Mumbai Team franchisee owner unable to meet financial obligations towards Zee Maharashtra Kushti Dangal

Mr. Pranav Rajesh Dake, owner of Zee Maharashtra Kushti Dangal’s Mumbai team – Mumbai Astra has regrettably been unable to meet the financial obligations towards Zee Maharashtra Kushti Dangal (ZMKD), its players and technicians.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/Zee-TV.jpg?itok=lBZaLw5Q
Zee TV gets ratings boost from Zee Rishtey Awards

Zee TV's recently concluded annual awards property, Zee Rishtey Awards, clocked the highest viewership ratings across award shows that took place in the last two years. As per the recently released BARC HSM weekly data (Urban + Rural) for the week 44 '18, it secured a viewership of 5495 TVTs, which...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/17/old.jpg?itok=VayqOVWq
No changes in Kannada, Marathi segments in BARC data week 44

In the Bengali space, Colors Bangla and Sony Aath swapped their fourth and fifth positions in BARC data week 44. News18 Bihar Jharkhand emerged as the new player in the market by securing fifth position. No changes were observed in the Kannada and Marathi segments.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/epic.jpg?itok=YUXKfF_T
EPIC CHANNEL CELEBRATES 4 YEARS OF GENRE DEFINING CONTENT

Launched on November 19, 2014, EPIC celebrates the completion of four years on air, in which it has set aspirational benchmarks for Indian TV content.

Television TV Channels Music and Youth

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories