Anil Thakraney: The challenge for Brand Sachin

28 Dec,2012

By Anil Thakraney


Okay, so Tendlya has finally decided to hang up his large boots. At least from the limited overs format of the game (though am certain his IPL ‘career’ will rock on, too much moolah at stake to let that one go). However, he still seems keen to play test cricket, though many (including me) believe he ought to have resigned from that too.


Anyway, the question on everyone’s mind is this: How will his retirement from ODIs affect the champ’s advertising career? I think it will get hit big-time. For the simple reason that one-day cricket is where the crowds come in, it also allows a player to play a blazing inning. Advertisers would therefore be keener on this particular format. In any case I seriously doubt if at this old age Sachin will be able do anything spectacular in test cricket. All this therefore means there’s very little chance of bagging endorsement deals from here on. So then what can Sachin do to extend his brand franchise?


Well, if he opts for the commentary box or if he turns into a cricket coach, that wouldn’t interest the advertisers one bit. Brand managers like to put their monies only on active players. This is the reason why ex-cricketers like Dravid, Ganguly and others have disappeared from the ads. Sachin’s role model therefore has to be Amitabh Bachchan. He needs to find a path which will either help him remain in the public eye, or the man is able to directly change lives. Just as Bachchan discovered KBC, Sachin needs to explore opportunities in that space. Or, since he’s already an MP, the newly minted politician can dive right into social work. As an example: The anti-rape campaign, which is on top of the agenda for the nation. That would help build the image of a hero who cares for the aam aadmi. That could also result in certain advertisers getting interested.


The point is: Who’s advising the man these days? The right adviser will help Sachin extend his career for many more years (just like Big B). The wrong adviser will ensure Sachin becomes history as far as endorsement deals go. What is of no doubt here is that we are about to witness a terrific case study in human brand marketing.




PS: Yet another cool ad from Nike. In my books, amongst brands that have managed to captivate the junta’s hearts and minds by selling powerful attitude, Nike ranks tops.

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