MAM

×

The rise of brand Rohit Sharma

He does not see himself selling or endorsing a product that he doesn’t believe in.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/09/03/hitman.jpg?itok=_EPMg19m

MUMBAI: He is the only batsman in the world to score double century twice in limited overs, the maximum number of individual sixes (16) in an ODI match and the only captain to win the Indian Premier League (IPL) title thrice. The vice-captain of the Indian cricket team also leads Mumbai Indians (MI) in the IPL. We’re talking of none other than Rohit ‘Superman’ Sharma.

Sharma, who lived in a small suburb in Mumbai and didn't change schools because of financial constraints, today lives in a high-end plush apartment in Worli that costs a whopping Rs 30 crore. But this is not the story about how he became a household name or a prominent player in the Indian cricket team. The hitman has also become a ‘hit’ among leading brands that are willing to splurge millions to sign him as the brand ambassador.

While he makes a pretty decent amount from his cricketing career where he receives an enormous annual salary of Rs 11.5 crore, Sharma draws in an average of over Rs 10 crore annually from brand endorsements. According to industry estimates, his net worth is projected to grow further by approximately 38 per cent by the end of year 2018.

In a career spanning 11 years, Sharma has endorsed brands such as Maggi, Fair and Lovely, Lays, Nissan, energy drink Restless, Nasivion nasal spray, Ceat Tyres, Swiss watches company Hublot, Aristocrat by VIP luggage, Adidas and Oppo mobiles.

While one may think that his brand choices haven't really been wise and astute in the last few years, he gradually seems to be getting a hang of how the game of brand endorsement is played. Only in 2018, he became the brand ambassador for Relispray, Sharp television and recently the mobile accessories brand Conekt. The renowned tire company Ceat also pays him Rs 3 crore every year to put the brand’s sticker on his cricket bat.

Though the quality and level of brands he has been choosing in the last few years have gone up considerably, it is still a long way for him before he can become the favourite of every brand. Currently, Indian cricket team captain Virat Kohli seems to be every brand’s go-to person as his brand equity was valued higher than football star Lionel Messi in the Forbes top 10 list of global athletes of 2017 with an estimated value of $14.5 million.

Although the early glamour also pushed Kohli to advocate Pepsi and Fair & Lovely Men in 2011, he eventually decided to move away from these brands in 2017. He refused to renew the contract, saying at the time that he would not ask people to consume something that he himself does not. Kohli said, “Things that I’ve endorsed in the past – I won’t take names — but something that I feel that I don’t connect to anymore. If I myself won’t consume such things, I won’t urge others to consume it just because I’m getting money out of it.”

Following this move by the captain, Sharma too does not see himself selling or endorsing a product that he doesn’t believe in. He says that he is extremely cautious about the brands he endorses. In an interview with Indiantelevision.com, Sharma said, “I am extremely cautious about the brands I associate myself with. I don't want to be selling or getting involved with something that I don't use myself. I genuinely believe in having a connection with a brand that you endorse and if that’s missing, there is no point in selling fake products/ideas to people. 

But how does he really decide on signing a brand or giving it a miss? Says the MI captain, “Whenever I choose to endorse a product, I want my fans and people to experience the product and enjoy it as well. A lot of brands that I have endorsed are used by me and if I don't see any camaraderie between me and the brand, I don't go ahead with the association.”

Lately, newcomer Hardik Pandya is also getting better acceptance in the market than the proven and seasoned Sharma. Pandya is increasingly getting brands despite being new as he is flamboyant, stylish and supports different looks and hairstyles.

The hitman still has a long road and career ahead and his star value is unlikely to dim anytime in the future.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/20/far.jpg?itok=XVzmt7He
Zomato partners FarEye to gain logistics visibility & enhance restaurant compliance

MUMBAI: Zomato, the global restaurant search and discovery provider, partnered with FarEye, one of the fastest-growing digital logistics company, to help restaurants stay compliant with Food Safety and Standards Authority of India’s (FSSAI) guidelines. FarEye which facilitates over 10 million...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/20/boom.jpg?itok=EL-5itMq
Chtrbox launches Boombox, an open tool to shortlist India's celebs & mega influencers

MUMBAI: Chtrbox, a leading Indian influencer marketing company, announces the launch of Boombox to cater to growing demand for social media influencers. Boombox is the industry’s first open discovery tool of India’s most influential voices, aimed to make the marketer’s job of shortlisting relevant...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/20/swach.jpg?itok=r2UygfoR
NDTV and Dettol launches Season 6 of Banega Swasth India

MUMBAI: India’s most trusted news network NDTV, along with partner Dettol and Harpic, is back with a continuation of the NDTV-Dettol BanegaSwachh India campaign, but moving its focus from BanegaSwachh to BanegaSwasth India, supported by Campaign Ambassador Amitabh Bachchan.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/20/madinson.jpg?itok=OE1go5V6
Xaxis’ Alok Kapase joins Madison Media as account director for digital buying

MUMBAI: Alok Kapase has joined Madison Media as account director for digital buying ending his three year-long stint at Xaxis, a part of GroupM, where he was working as group head for supply operations. Kapase has more than 8 years of experience in web and mobile advertising industry, gaming,...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/20/tvs.jpg?itok=FX-6t7Xq
TVS Srichakra Ltd launches Brand TVS Eurogrip: Aimed At Millennials

MUMBAI: TVS Srichakra Limited, the leading 2 & 3-wheeler tyre company, today announced the launch of the brand ‘TVS Eurogrip’ targeted at meeting the needs of the millennial customer. TVS Eurogrip is born out of extensive consumer research and significant investments in global R&D, design...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/20/nachjos.jpg?itok=WB-jGFlD
BURGRILLxCORNITOS association for walking Nacho Bags

MUMBAI: Cornitos, the leading Nacho crisps brand in partnership with leading Burger Brand Burgrill has launched Burgrill's recipes of Walking Nacho Bag's which can be enjoyed On the Go. The walking Nacho Bag is an extremely innovative and interesting concept wherein a bag of Cornitos Nacho crisps –...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/20/samsung.jpg?itok=b8PoYtBr
Samsung brings the most powerful Galaxy Note10 to India

MUMBAI: Samsung, India’s largest consumer electronics and smartphone brand, today unveiled Galaxy Note10 and Galaxy Note10+, two stunning and powerful flagship devices that will take the productivity and creativity of millennial users to the next level. The Most Powerful Galaxy Note10 line is...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/20/tothenew.jpg?itok=-o9qxszk
TO THE NEW develops ‘Performance Smartboard’ for Ministry of External Affairs

MUMBAI: TO THE NEW, a leading digital technology company was recently appointed by the Ministry of External Affairs to design and develop the ‘MEA Performance Smartboard’. The dashboard is an initiative of the government to provide quick insights into various citizen-centric services like visas,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/20/kpmg_0.jpg?itok=x59RwcuL
India's M&E industry likely to reach INR 3.07 trillion by FY24

MUMBAI: KPMG in India today launched the 11th edition of its Media and Entertainment (M&E) report, titled ‘India’s Digital Future: Mass of Niches’ that examines the evolution of India’s digital demography to 2030. It also covers the industry’s performance across segments, along with the key...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories