By Binoy Prabhakar
Sachin Tendulkar’s sparkling career ended with the mother of all farewells, the outpouring of adulation and emotion, the throng of photographers and hyperventilating fans who trailed his last days in India colours unprecedented in any sport, leave alone cricket. Milkha Singh, Prakash Padukone, hell, even Michael Jordan must be ruing their decision to pursue a non-cricketing sport. And then he was chosen for the Bharat Ratna.
Now is that a good thing or bad thing? No doubt, Tendulkar the sportsman couldn’t have hoped for a more fitting bookend to his career than receiving the highest civilian award in India. But what about Tendulkar the brand ambassador? From a marketing standpoint, the award seems like a cross to bear. Here is why. The interest of brands in Tendulkar thanks to his farewell circus is as high as it was during his playing days.
Surely, his marketing kitty of 14 brands (the number has dropped by four since May 2012 when he scored his 100th international century) can only swell hereon due to the attention.
Yet, the award raises the uncomfortable question whether Tendulkar should be endorsing products in the first place. The frowns began on Twitter, the largest gathering ground for shouting heads, where users hoped the cricketer would stop associating with at least Luminous, an inverter maker, which jockeys with realtor Amit Enterprises as the most lackluster brand he promotes.
Murmurs, Protests
It didn’t take long for the murmurs of disapproval to grow louder and take a more serious overtone. A key argument relayed by this crowd was that Tendulkar had amassed tons of money from the game. Janata Dal (United) MP Shivanand Tiwari was of the view that Tendulkar was not playing for free. “Sachin has made crores of rupees by helping corporates market cricket in the country,” he said.
A case has been filed in a Bhopal court against Tendulkar and the prime minister who recommended his name. At the heart of the wave of discontent was the money Tendulkar made from brands. The catcalls will grow shriller if brands decide to thrust the Bharat Ratna at the centre of commercials featuring Tendulkar. Indeed, the Bharat Ratna has inadvertently cast a harsh light on Tendulkar’s promotional pursuits. But Harish Krishnamachar, country head of World Sport Group (India), the company that manages the star’s commercial interests, says Tendulkar will honour all contracts, which run until 2014. Fortuitously for Tendulkar’s managers, a Bharat Ratna recipient is not barred from marketing.
The rulebook states that “the honour does not confer any pre- or postnominal titles or letters; recipients are constitutionally prohibited from using the award name as a title or post-nominal”. That means the launch of a slogan like ‘Luminous Ratna’ or ‘Coca-Cola salutes Bharat Ratna’ can invite trouble.
Mr Krishnamachar says the award increases the stature of the Tendulkar brand and will also carry with it an added responsibility of selectivity and an increased sense of trust and responsibility.
In Tendulkar’s defence, he has been picky about his brand associations. He has said no to tobacco and alcohol promotions; he rejected a multi-crore deal with UB Group three years ago. WSG has no precedent to turn to as previous recipients such as Lata Mangeshkar and Bismillah Khan received the award in their twilight years. Not so with Tendulkar.
At 40, he happens to be the youngest recipient of the Bharat Ratna. The “Sachin! Sachin!” fever is now showing few signs of letting up. So if there is a time to milk the affection of brands, it is now. Remember public memory is short. Sociologist Shiv Visvanathan says Tendulkar is too predictable a character. “I can see him growing less interesting day by day.” In that context, the award could have waited.
A New Game Plan?
Mr Krishnamachar says Brand Tendulkar has gained an increased visibility, adding that “Sachin has always done selective associations and hence we will assess things once he is back from his break”. It won’t be easy. Mr Visvanathan says Tendulkar has to choose from a range of brands. “He is the man who could not fail. So he has to vouch for products which are ‘fail-safe’.
A safe bet for brands would be to focus on Tendulkar the legend rather than Tendulkar the Bharat Ratna. Even that presents a dilemma. Visvanathan says there is going to be the touch of the comic now. “Imagine Tendulkar says Boost is the reason for my Bharat Ratna. The problem then is the Bharat Ratna becomes a brand endorsing a smaller brand.”
Source:The Economic Times
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