What's Next For Brand Tendulkar

WHAT NEXT FOR BRAND TENDULKAR? Sachin Tendulkar, INDIA'S GREATEST CRICKETER, will play his 200th and final Test match from November 14. But Tendulkar is more than a cricketer. An icon for generations of Indians, he is also ONE OF OUR MOST ENDURING BRANDS, one that has appeal across regions, gender and socio-economic standing WHAT THE TENDULKAR BRAND STANDS FOR Having led India into a new era of fearless, Diminutive, with average looks and tons victorious cricket, he DEFINED THE His brand symbolises of grace, he had a MIDDLE-CLASS UPBRINGING. His story resonates SOLIDITY and TRUST. TEMPLATE FOR MODERN with every Indian. BATSMANSHIP. That makes him a thought and'industry' leader. He inked deals that broke records, With more than 34,000 INTERNATIONAL RUNS & He is MORE THAN A SPORTSMAN to a country changing the PARADIGM OF SPORTS ENDORSEMENTS 100 CENTURIES, he is the epitome of excellence and achievement. IN INDIA. that has a dearth of heroes, 15+ WHAT LIES AHEAD? NUMBER OF BRANDS CURRENTLY ENDORSED. The brands Tendulkar endorses made it dlear that HIS RETIREMENTWILL NOT AFFECT THEIR DEALS. These include. All of them are planning LONG-TERM ASSOCIATIONS They include with him. BANKS, ELECTRONICS MAJORS, SPORTS GEAR MANUFACTURERS, He will remain a strong brand, tho ugh the NUMBER OF ENDORSEMENTS MAY REDUCE. There will, LUXURY WATCHES & SOFT however, be other opportunities such as commentary. DRINKS. The association with health drink Boost is perhaps his longest lasting one It was one of INNOVATIONS WITH the first endorsement TENDULKAR deals he signed - 24 years ago Toshiba, for instance, is co-creating a LED TV Cricket Series. This is a product that combines Toshiba technology and Tendulkar's expert ise. OPPORTUNITIES JARRING NOTES His retirementis the perfect time for brands to cashinon his popularity. It also comes bang IN THE MIDDLE OF INDIA'S FESTIVE SEASON, when marketing activity is at fever pitch. A chance to reposition himself choose brands WOOING MORE MATURE AUDIENCES - those Did not have the IMPACT AS CAPTAIN that he did as a player. who watched andidolised Tendulkar as they grew up. Keeping in mind that his endorsements MUST REFLECT HIS LIFESTAGE, he has been choosing His RAJYA SABHA - India's deals in categories suchas real estate and financ ial services, which are not usually youth-targeted. upper house of Parliament - innings has been devaid of meaning. Accused of using his position to get exemptions, such as when he asked MORE PRIVATE LABELS are in the pipeline. Tendulkar already has one - "Sach'- with the Future Group, while Adidas has co-branded products called 'ST: for a CUSTOMS DUTY WAIVER for his Ferrari. BRAND VOICES "Sachin is with Adidas for life." Tushar Goculdas Adidas India brand director "Heis an iconof happiness, much like Coca-Cola, and we will continue to look towards him for spreading happiness in the country." Coca-Cola statement 5-6 CRORE "We are looking forward to the relationship continuing for many, many years. His decisionto retire will not have any bearing on our brand endorsement agreement." Rishi Piparaiya, Aviva India director (marketing and bancassurance) Tendulkar's reportedannual price tag for endorsements. He moved from No 78 "As a sportsperson par excellence, he has been an inspiration to aspiring cricketers and kids alike. He aptly embodies the brand's attributes and continues to be an ideal brand representative." among the world's highest paid athletes in 2012 to 51 in June 2013 on the For bes' list. He earned a reported $4 MILLION R 24 CRORE) in pay and winnings, and $18 MILLION (R 108 TENBULKAR Boost statement 10 "Tendulkar has had a long and successful associa tion with RBS, since September 2008, and is an integral part of our brand identity in India." CRORE) in endorsements Kavita Sonawala, country head - marketing, Royal Bankof Scotland (India) MSLGROUP IN INDIA INFOGRAPHIC Sources: Cricketcoun try.com, Business Today, Hindu Business Line, Moneycontrol.com, The Times OfIndia, Mumbai Mirror AN adidas AVIVA TOSHIBA Coca-Cola SAR