MxMIndia

Tag: Sachin Tendulkar

  • With just 35 days to go before Retirement Day, we look at how the master blaster revved up the endorsement scene

    35 Days to Retirement Day | Sachin: The Original Sau Crore Man

    Sachin Tendulkar

    By A Correspondent

     

    He has, arguably, been one the biggest Indian sports celebrities and an intensely sought after brand ambassador for almost two decades now. It all goes back to the time when Sachin Tendulkar struck a never-heard-before Rs 100-crore deal with Mark Mascarenhas’s sports management firm WorldTel in 2001, which was the beginning of the phenomenon of Brand Sachin. Since then, the master blaster has been a top endorser for marquee brands including Pepsi, Boost, Adidas and MRF among many others.

     

     

    LITTLE MASTER’S BIG BUSINESS

    OCT 1995 |

    WorldTel signs Sachin Tendulkar - marketing agent Mark Mascarenhas is eventually credited with building the master blaster into a multi-million dollar brand

     

    2001 |

    Mascarenhas’s sport management firm WorldTel signs Tendulkar for a record 5-year contract worth 100cr

     

    2006 |

    Sachin signs on with the World Sport Group

     

    CURRENT ENDORSEMENTS

    Adidas, Toshiba, Aviva, Kaspersky Labs, Audemars  Piguet,Valuemart, Musafir.com, Amit, Luminous Enterprises, Livepure, Boost, Royal Bank of Scotland, Coca-Cola

     

    According to Forbes magazine, Tendulkar’s earnings from brand endorsements stood at $18m as of June 2013 and is ranked 51st on the highest paid athletes’ list in the world. Tendulkar charges Rs 5-8cr annually per brand

     

    SECOND INNINGS

    After retirement, Tendulkar is expected to align himself with sectors such as banking and insurance as active sporting brands may not find him relevant

     

    However, things are bound to change for the 40-year-old as he retires from all formats of the game soon and enters a new phase off the field. From charging anywhere between Rs 6 crore and Rs 8 crore annually as endorsement fee, his asking price after retirement is likely to plummet to Rs 2-3 crore, say industry experts. Brand marketers and sports agents say Sachin can live on as a brand to be reckoned with if he reinvents himself and cashes in on his fearless attitude instead of portraying himself as only an athlete.

     

    Over the past two years, due to the uncertainty around his retirement, a few brands like Canon and Castrol pulled the plug on him. Besides, he has not signed any mega deals in the recent past. The last major announcement came in 2011 when Coca-Cola signed him for Rs 12-15 crore. The Coke deal is up for renewal in the first quarter of next year. The cricketer is now managed by the World Sport Group and has 13 brands in his kitty.

     

    “Sachin has a compelling brand value since he is the first Indian sportsperson in the post-cable television era to have achieved unparalleled greatness. He embodies a certain kind of nostalgia for everyone who has grown up seeing him on TV in the ’90s. He will have opportunities going forward if he reinvents himself and leverages his iconic status,” says Anirban Das Blah, managing partner at celebrity management firm CAA Kwan.

     

    Many of Sachin’s existing contracts are ending over the next year and one of the brands that he endorses says his contract would be renewed if he slashes his fee. “The kind of brands he will endorse and his involvement and engagement with them will change going ahead,” says Bunty Sajdeh, CEO, Cornerstone Sport & Entertainment, the agency which manages younger crickets like Virat Kohli and Shikhar Dhawan.

     

    Recently, the German sports goods maker signed on 24-year-old Kohli for a record-breaking Rs 10 croreper-year deal, a sign of how some of the brands that Sachin endorses are looking at younger stars. However, Tushar Goculdas, brand director, Adidas India, says the brand’s association with Sachin will continue. “We will celebrate his final cricketing landmark with a campaign – #SRTforever. While he will play his final test match in the three-stripes , he will continue to guide and mentor team Adidas forever.”

     

    Toshiba, which went ahead and renewed Sachin’s contract this year, is looking to use the cricketing great to co-create its products. Says Abhishek Mehta, head of marketing at the Japanese electronics major, “We want to be seen doing big things with him as his association goes beyond just endorsing the brand for us.”

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • And this is how the front pages of some leading dailies tracked the Sachin story…

    You know it, don’t you. MxMIndia enjoys doing this on all the Big Occasions… tracking the front pages of the major dailies for their coverage of the Big, Big Story. And this is how they did it for Sachin today. The question is: if this is how they covered it today, how will they do it on November 19, the day after the fifth day of the 200th Test match that he is scheduled to play? Keep thinking, and we’ll bring you a scan yet again then… – Editor

     

     

     

    The Times Of India
    Hindustan Times

    The Hindu
    The Economic Times
    Dainik Jagran
    Dainik Bhaskar
    DNA
    Mid-Day
    Mumbai Mirror
    Lokmat
    Inquilab
    Mathrubhumi
    Saamana
    Navbharat Times
    The Free Press
    Mail Today
    Afternoon
    The Indian Express

     

  • With Sachin Tendulkar's retirement, brands look to create buzz to make most out of his farewell

    Sachin retirement huge opp for brands in festive season

     

    By Vijaya Rathore, Ravi Teja Sharma & Ratna Bhushan

     

    Sachin Tendulkar will retire from cricket after playing his 200th Test match in November, bringing to an end a 24-year career as a star player during which he endorsed several top brands including colas, cars, sport shoes, banks and even engine oil, helping them find buyers in post-liberalization India.

     

    His retirement plan may have saddened millions of his fans across the world, but it’s come as a huge opportunity for brands that were in search of a high-visibility platform to push sales during the festive season. These brands now get one last chance to make the most out of the 40-year-old cricketer as one of Indian sport’s biggest heroes walks off into the sunset. “It is sad news for cricket lovers, but a great opportunity for consumer product companies,” said adman Prahlad Kakkar. “His farewell game will be a big marketing affair.”

     

    Media planners refused to speak on record about the money at stake for the home series with the West Indies. But they said that a 10-second ad slot on ESPN-Star Sports that usually costs between Rs 40,000 and Rs 60,000 (for a Test match), would now command a 50% premium for Sachin’s last Test.

     

    “It will be an extended festive season this time since usually most festive campaigns end with Diwali. Brands associated with Tendulkar will roll out campaigns and create a buzz around the Test match,” said Basabdutta Chowdhury, chief executive officer of Madison Media Plus, a company that helps advertisers find good deals on TV. Test matches generally aren’t a big deal for advertisers, but Tendulkar’s last match will be different as viewership will zoom.

     

    Brands probably saw it coming and planned for it. Sportwear-maker Adidas, which has a 16-year partnership with Tendulkar, originally planned for the 200th Test in Capetown sometime in January, “which got changed and became Mumbai” (BCCI has not officially said where the match with the West Indies will be played).

     

    “For his final tournament, we will launch a mega SRTforever campaign,” said Tushar Goculdas, Adidas brand director in India. “We will celebrate but in a slightly different way.”

     

    Shailendra Singh, joint managing director of sports and entertainment firm Percept, who has managed several Indian cricketers, said that Tendulkar will possibly reposition himself now as a non-playing cricket icon. “Retired cricketers have a limited career scope in this country, but Sachin has the potential to position himself as the Amitabh Bachchan of cricket. If Sachin can do that successfully, he can be earning more than a Dhoni,” he said.

     

    Most companies don’t want to dump him after his retirement. Pune-based real estate developer Amit Enterprises has firmed up plans to launch Sachin-branded residences in projects in Mumbai, Pune and Nashik. These apartments will be designed according to Tendulkar’s taste.

     

    “We had taken all approvals earlier and were waiting to see if such an announcement is made. We will launch the residences just before the 200th Test match,” said Kishor Pate, managing director of the company. The contract between Amit Enterprises and Tendulkar is only till the end of 2013, but the company has decided to extend it further. “His brand is evergreen,” he said.

     

    “You cannot take cricket out of Sachin,” said Rishi Piparaiya, director marketing at insurer Aviva Life, which has planned a digital media campaign featuring Sachin on Facebook and Twitter.

     

    The brand has used Sachin as the ambassador for more than five years now and plans to continue with him. A spokesman for Coca-Cola India declined to comment on whether he will continue to be associated with the brand. The cricketer will gravitate toward achievement-oriented brands, said Abraham Koshy, professor of marketing at the Indian Institute o f Management, Ahmedabad.

     

    Advertisers will face a gap in terms of an endorser who represents sustainability and continuity of performance.

     

    “They will miss him till someone emerges to fill the gap, but that is a big challenge,” he said. Tendulkar was the country’s first big brand ambassador, when India was opening its market to the world in the early 90s. Foreign brands were being launched in the country and Indian brands were scaling up.

     

    “He was never the underdog, he was the challenger. In those times, he changed the country’s perception of itself. His brand will now evolve and needs to reinvent itself to remain relevant,” said Anirban Das Blah, founder of celebrity management company Kwan, which used to promote sportspersons a few years ago.

     

    Since the early 1990s, when the cola and FMCG brands began investing large amounts of money into advertising campaigns that formed a part of now historic marketing wars, many brands rode on Tendulkar’s popularity, especially among young Indians. At least two people who didn’t want to be named and have worked closely with the cricketer, said his earnings from endorsements in the last two and half decades would be close to Rs 500 crore, a figure ET could not verify.

     

    His brand value has been such that rival companies have fought to sign him up. He worked with Pepsi for a few years and now endorses Coke. He has promoted both Fiat and BMW from time to time.

     

    “India cannot boast of another athlete like Sachin Tendulkar, who in addition to the obvious talent, has displayed consistency, commitment and discipline over the last two decades or more,” said Seamus O’Brien, executive chairman of sports management firm World Sport Group (WSG), which continues to represent the cricketer.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The captain-in-waiting's annual endorsement fee has seen a meteoric rise over the past year, rivalling the likes of Bollywood heartthrob Ranbir Kapoor, the hottest brand ambassador in the film industry

    With deals worth Rs 17 cr a year, Virat Kohli beats Dhoni and Sachin in endorsements

    By Samidha Sharma

     

    India’s hottest young cricketer Virat Kohli is setting the world of brand endorsements alight. The Indian captain-in-the-making, whose exploits on the field, combined with his youth, good looks and never-say-die attitude, makes him a winner off the field too, has inked a Rs 10-crore per annum deal with German sports goods giant Adidas.

     

    The three-year contract, perhaps the most lucrative to be signed by an Indian sports star, will see the swashbuckling right-hand batsman endorsing the brand’s apparel and shoes.

     

    The Delhi lad has also struck a Rs 6.5 crore a year deal with a tyre brand that had master batsmen Sachin Tendulkar and Steve Waugh as its ambassadors, a person familiar with the development revealed.

     

    The two deals will see Kohli topping the likes of Indian skipper Mahendra Singh Dhoni and Tendulkar in terms of annual earnings per brand endorsement.

     

    Kohli, who turns 25 later this year, pocketed around Rs 40 crore from endorsements last year, but that sum may swell up substantially with these two deals in his kit bag. Currently, he lends his face to as many as 13 brands, including  deodorants.

     

    When contacted, an Adidas spokesperson declined to comment on the development. Tendulkar, who is Adidas’ current brand ambassador, is perhaps at the fag end of his illustrious career.

     

    And Kohli fits the bill perfectly as he is being groomed to take over the top job from Dhoni after the 2015 ICC World Cup, an executive from a sports management firm, who did not want to be named, said.

     

    Bunty Sajdeh-led Cornerstone Sport and Entertainment manages the Indian vice-captain’s endorsement contracts. Mr Sajdeh was unavailable for comment.

     

    Kohli’s annual endorsement fee has seen a meteoric rise over the past year, rivalling the likes of Bollywood heartthrob Ranbir Kapoor, the hottest brand ambassador in the film industry. Till last year, the cricket star used to command Rs 3 crore per brand annually, which went up to Rs 6 crore.

     

    The Rs 10-crore a year deal with Adidas propels him to a different league altogether. “For the past few years, Dhoni has been ruling the endorsement space, but Kohli is catching up very fast. While Dhoni connected well with the masses, Kohli has a more urban appeal which a lot of brands want to cash in on,” said Indranil Das Blah, COO of celebrity management firm CAA Kwan.

     

    The price escalation in Kohli’s endorsement contracts has meant that a lot of brands which had signed him early on must shell out much more to renew their deals or simply end their association with him.

     

    “We are willing to pay a premium, depending on what that number is. He has been a great fit for our brand which targets youngsters, and he has grown with us,” said J Suresh, MD and CEO, Arvind Lifestyle and Brands which has had the cricketer on board for three years as Flying Machine’s brand ambassador.

     

    The jeans-wear brand signed Kohli before the World Cup at a moderate price and its contract is up for renewal. With Rs 10 crore becoming the new benchmark, many brands will find it hard to match up to Brand Kohli’s price tag.

     

    Until recently, Kohli and Nike were in a five-year contract inked in 2008. However, things turned sour between the two sides when the US sports goods major went to court claiming Kohli had breached the contract by disagreeing to continue as its brand ambassador till 2014. But the Karnataka high court ruled in favour of the cricketer, allowing him to sign endorsement deals with other sports brands.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Aviva, Coca-Cola, Adidas and Toshiba plan strategic campaigns on Sachin Tendulkar's 200th Test

    Sach an opportunity!

     

    By Ravi Teja Sharma, Ratna Bhushan & Vijaya Rathore

     

    Sachin Tendulkar’s 200th Test match is set to become a mega marketing event with his sponsors planning special campaigns to celebrate the milestone in the hope of reaping rich dividends from all the hype and hoopla.

     

    That this Test could be played in the master blaster’s home town of Mumbai and might possibly be his last, make the match even more of an occasion.

     

    “This is a national event. I don’t think people have been able to gauge the importance of the event until now,” says Shailendra Singh, joint managing director of media agency Percept.

     

    Tendulkar, who will become the first cricket player in the history of the game to play 200 tests, has repeatedly refused to specify a date for his retirement from Test cricket. But the cricket’s board decision to invite West Indies to play a special two-Test match series in November, ahead of a scheduled South Africa tour has given rise to speculation that India’s greatest cricketer will bid farewell to the game at the end of this series. The decision to award a Test match to Mumbai, ahead of Ahmadabad which should have hosted a game in the series, as per the board’s policy of rotating Test centres, has added fuel to the fire.

     

    Sensing one last opportunity to drum up some visibility in these depressing times, brands such as Aviva, Coca-Cola, Adidas and Toshiba, which are associated with the master blaster, are planning strategic campaigns and initiatives, which could translate into incremental sales in the festive season.

     

    Pune-based real estate developer Amit Enterprises is working on launching Sachin branded 200-apartment projects in Mumbai, Pune and Nashik. “The real estate market is slow but Sachin will sell. We have also asked JWT to work on a brand campaign,” says Kishor Pate, managing director of the company, which had signed up with the right-handed batsman in 2010, when Sachin had played 175 Tests.

     

    Aviva Life, the life insurance company, is planning a digital media campaign featuring Sachin to connect with the Facebook and Twitter generation. “We are looking to celebrate the 200th test by launching an effective campaign in social media and digital media since he has a lot of following in that space too,” says Rishi Piparaiya, director marketing at Aviva Life.

     

    Television-maker Toshiba has created a special television series with the cricketer and will be launching it by mid-September. “The new product is especially created with Sachin’s contribution and will be dedicated to cricket fans,” says Sanjay Warke, country head for Toshiba India (DS Division).

     

    Sportswear maker Adidas was drawing up a marketing plan for January. “But there seems to be a change of schedule now,” says Tushar Goculdas, the company’s brand director. “The exact plan is being worked out, but we have a few things on mind like creating a memento for Tendulkar himself and roll out some product for fans commemorating his 200th.”

     

    Swiss watchmaker Audemars Piguet and Coca-Cola, whose brands Sachin endorses, are working on smaller initiatives. While the watchmaker plans to roll out a bunch of congratulatory messages if Tendulkar breaks or makes any new records, Coca-Cola, which had invested heavily in a campaign surrounding Sachin’s 100th century only to see it bomb, is playing it safe. A spokesperson of the beverage maker said the firm will leverage Tendulkar’s achievement to amplify its CSR activities and projects.

     

    Two years ago, sponsors had seen their marketing campaign fizzle as Tendulkar’s 100th century took much longer than anticipated. Coca-Cola had planned to release 6.5 million special ‘Sachin’ cans in the summer of 2011 to mark the occasion. But Tendulkar’s poor form meant that the company had to release most of these cans before he reached the landmark.

     

    Similarly, Aviva had planned to fly contest winners to London to meet Sachin as he was expected to score the 100th ton during India’s four match test series against England in 2011.

     

    This time however, barring a freak incident, the date and venue of the milestone will be known well in advance. Brands associated with Sachin would certainly use this opportunity to leverage their association with him,” says Ajit Varghese, managing director at media buying firm Maxus South Asia, a part of Group M. Adds ad filmmaker Prahlad Kakkar:”Today, all brands are suffering because of the slowdown. The smart ones will ride on Sachin and in the bargain push their products, keeping the post Diwali festivities going.”

     

    According to Forbes magazine, Tendulkar’s earnings, including his match fees and endorsement money, stood at $22 million as of June 2013. He has played 198 Tests has scored 15,837 runs and has 100 international centuries to his name, the most by any player so far.

     

    For the record, BCCI refuses to admit there is a plan to help Tendulkar go out on a high. “Who said he will play? We haven’t selected him as yet. No one is picked just because he is playing his 100th or 200th match,” was a terse response from Ratnakar Shetty, a top official of the cricket board.

     

    The joint secretary of the Mumbai Cricket Association, Nitin Dalal, however, says every effort is being made to get the match to Wankhede. “We will request the BCCI. He is a Mumbai boy and the crowd will be thrilled to watch him play on the home ground. The MCA management committee believes that it is going to be a big event and we will have to make it very special not only for the cricketer but also the public,” he says.

     

    After undergoing a surgery on his left palm, Tendulkar recently started practising and has confirmed that he will be available for the Champions League T20 later this month on behalf of Mumbai Indians.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The book, compiled by Boria Majumdar, captures 175 key events from the 1838-2013 period that made headlines in the history of the sport and the newspaper

    Tendulkar, Bindra launch ‘Sporting Times’

    Sporting Times launched by Sachin Tendulkar, Abhinav Bindra along with Boria Majumdar and Shrijeet Mishra- COO Times Group

    As part of The Times of India’s 175 years’ celebration, seven books highlighting the best from the last 175 years are being launched. The first of this titled ‘Sporting Times’ and compiled by Boria Majumdar was launched by Sachin Tendulkar, Abhinav Bindra and Shrijeet Mishra, COO, BCCL.

     

    The book is an attempt to document the Indian sporting story through the lens of The Times of India. It talks of 175 events that have made headlines in the history of Indian sport (and in the paper) in the 1838-2013 period.

     

    Both Tendulkar and Bindra congratulated the newspaper on its 175th anniversary and participated in a Q&A with the media. And, no, there was no question asked on the current controversy raging Indian cricket.

     

  • As Indian television's biggest annual reality show draws to a close, there are five pressing questions left unanswered. Let me try to deal with them

    Anil Thakraney: IPL 6 FAQs

    By Anil Thakraney

     

    Okay, so as Indian television’s biggest annual reality show draws to a close, there are five pressing questions left unanswered. Let me try to deal with them.

     

    Does the IPL have a future following the fixing scandal? Will it shut down?

    There’s no way this tamasha is going to close shop, even if more skeletons tumble out of the stinking cupboard. Frankenstein BCCI has created a huge monster, and there’s no taming it now. The masses adore this monster because the IPL is fulltoo entertainment for the full family. It’s less about cricket and more about all the natak that goes around it. The TV ratings for this year have been good, and the stadia packed to the gills once again (the Delhi cricket ground was full house for the two play-offs despite the home team having been knocked out). And, Sreesanth & Co’s antics had zero effect on popularity. The IPL is here to stay. Period.

     

    Will we see a clean IPL season next year?

    Nope. T20 cricket is a fertile hunting ground for spot fixing, all it takes the bookies and their agents is a few dishonest players to co-operate. And this is particularly easy with the IPL because it’s teeming with players who have either been kicked out of the Indian team or aren’t talented enough to find a place in it. Also, India is a vastly corrupt nation, so to expect all our cricketers to be blessed with squeaky clean genes is being downright stupid. Some boys will sell their souls again, but I suspect they’ll behave more smartly than the three idiots: Sreesanth, Chandila and Chavan. Fixing will continue, the procedures will get refined.

     

    Can’t the tournament host, the BCCI, clamp down on fixing?

    Well, according to media reports, the BCCI boss’s darling ghar jamai is allegedly involved in the betting racket, haha. So to expect that organization to follow Gandhian principles is like expecting Phaneesh Murthy to practice celibacy for the rest of his life. It ain’t gonna happen. Therefore what I predict is hyperactive policing next year (match fixing seems to bother our cops more than rapes) and various sting operations by the maha excited media. And yet, the show will go on.

     

    Aren’t sponsors and advertisers furious over the various IPL scandals? Should they not put pressure by threatening to pull out next year?

    Well, ideally they should, but they won’t. That’s because the corporate suits aren’t out to make India a better place, that’s not in their mission statement. The advertisers are only and only interested in one thing: Eyeballs. As long as the IPL continues to draw in the audiences (which it will), the money will keep getting pumped in. In fact, secretly, some of the sponsors must be elated with all the scandals, they help keep the tournament buzzing on the news channels. That’s a much bigger bang for their buck.

     

    Will Rajya Sabha MP Shri Sachin Tendulkar announce his retirement this Sunday?

    No. He’ll be playing IPL 30 too. Am willing to, er, bet on it. 🙂

     

  • The Bollywood fraternity, corporate houses, NGOs, chief ministers and people from different walks of life came together to extend their support to this cause

    Sachin exceeds target for Support My School campaign

    By A Correspondent

     

    NDTV, along with the entire Coca-Cola family of bottlers and employees came together with campaign ambassador Sachin Tendulkar and Bollywood superstar and icon Aishwarya Rai Bachchan to support the live 12-hour telethon which was telecast across the NDTV network channels on February 3. Sachin set a target of 250 schools to be supported.

     

    This edition of the campaign received an overwhelming response from people across different walks of life and generated 13.5 crores to support 272 schools, with the Bollywood and TV fraternity, corporate houses, athletes, NGOs politicians and everyone contributing wholeheartedly to this cause to raise funds, and partner NDTV in its mission to make a difference to as many schools as possible across the country.

     

    A host of prominent personalities including Kajol, Ajay Devgan, Anil Kapoor, Ronnie Screwvala, Alyque Padamsee, Pamela Chopra, Priya Dutt, Yuvraj Singh, Shashi Tharoor, Kailash Kher, Javed Ali, Sushant Singh Rajput, Rahul Bose, Adnan Sami, Shilpa Rao, Cyrus Broacha, Prasoon Joshi, Govind Nihalani, PT Usha, Nagarjuna, Chief Ministers Shivraj Singh Chauhan, Bhupinder Singh Hooda, Coca-Cola CEO Atul Singh, Dr Kulwant Singh of UN- Habitat, Bhagyashree Dengle Head World Vision & Plan India, Dr Jay Kumar of World Vision, Meenakshi Batra CEO CAF, Khozem Merchant CEO Pearson, Anubhav Sinha and more, along with NDTV’s Group CEO Vikram Chandra, campaign ambassador Sachin Tendulkar and co-host Aishwarya Rai Bachchan took centre-stage to reach out to millions of viewers to generate maximum funds for the cause.

     

    Delighted with the tremendous response received for the initiative, Dr Prannoy Roy, Chairperson, NDTV Group, said, “This campaign which focuses on reducing the school drop-out rate by girl students across the country is of great importance. Most girl students drop out of school because there are no toilets for girls in majority of our schools. This campaign aims at changing that directly by adopting schools and building these facilities as well as indirectly by raising awareness of the problem and putting pressure on state governments to ensure that every school has toilets and facilities for girl students. We appreciate the amazing support from our viewers and urge everyone to once again come forward and help Sachin and NDTV “Support My School”

     

    Speaking about the campaign, Atul Singh, President & CEO, Coca-Cola India and South West Asia, said, “It has been a heartening experience to see the variety of stakeholders who came together for this noble cause today. We believe that Support My School’s success is a result of collective endeavor and this has been proven again today. I am proud to be part of this initiative which is not only revitalizing schools but also helping shift the national focus to the issues plaguing our education infrastructure. The response we have received this year has surpassed the previous year and I am excited about the journey ahead for the campaign, this season. The contributions raised at the Telethon 2013 will go a long way in fulfilling our vision for season 2 and bring more children back to where they belong.in schools.”

     

    Actress Aishwarya Rai Bachchan, Campaign Ambassador, who led the campaign along with Sachin Tendulkar said, “Joining the Support My School Team on this platform today truly gives me great pleasure. I believe Education is immensely Invaluable, Essential and the most Empowering gift we can give the children of our Country. Every child deserves the best of opportunities to grow and prosper… Every girl needs to recognise that she herself is a beacon of hope and has the potential to influence her future. And I understand and recognise, for this to be possible, these opportunities have to be made available to our children!!! In a vast country like India, there are many and varied challenges one faces while working with diverse rural and semi-urban communities. Individually, we may not comprehend these challenges, but collectively we are much stronger! And the overwhelming response to this campaign this time has proven that! With 272 schools and counting, the second season of Coca-Cola NDTV Support My School is spreading the joy of learning amongst the children of our country… And this has only been possible All Thanks to Every support and encouragement from donors, viewers, campaign partners and all on board the collective effort today!!! God Bless everyone for their contribution and Thank you!!!”

     

    With the funds generated through the ‘Support My School’ Telethon, NDTV and Coca-Cola along with CAF, UN-Habitat, World Vision, Plan India and Pearson will reach out to transform 272 schools across the length and breadth of the county providing Sanitation, separate toilets for girls and boys, drinking water, libraries, Sports and Recreation facilities and improvement in their overall infrastructure and environment, to give Indian children a better tomorrow.

     

    Supporting the initiative actor Ajay Devgan said, “The only thing we lack in our country is education. Any solution to any problem in our country is education.”

     

    Adding to it Kajol said, “For a country to go forward education is the first basic step to it and it is every child’s birth right. If by taking small steps such as this can change the situation, more of these should be done.”

     

    The event also featured several enthralling performances by Ayushman Khurana, Kailash Kher, Javed Ali, Adnan Sami, Shilpa Rao, Shweta Tiwari, Nikhil Paul George, Anwesha from Chote Ustad, Anshuman and Deep Raj from India’s Got Talent, Faisal and Ronan from Dance India Dance, Salman, Azmat Husaain and Sanjana Bhola Sa Re Ga Ma Pa Little Champs and India’s 3 year old Drummer, Anshuman Nandi, young singers Priyanshi and Rimsha and honoured a few deserving teachers, toppers and child prodigies. Adding further excitement to the event was ‘Sachin ki Paathshala’ – an interactive session where the Master Blaster shared his Gyaan with children joining in live from across the country. The telethon also featured success stories from supported schools across rural India.

     

    Batting maestro Sachin Tendulkar, who spent 12 hours on the show giving valuable tips to school students while repeatedly appealing for donations, made a personal contribution of Rs 10 lakhs, as did Aishwarya Rai Bachchan and Kajol and Ajay Devgn.

     

  • The question on everyone’s mind is this: How will his retirement from ODIs affect the champ’s advertising career?

    Anil Thakraney: The challenge for Brand Sachin

    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.

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=_hEzW1WRFTg[/youtube]
  • Will Sachin Tendulkar's retirement from ODI cricket diminish his brand value? Or will it set stage for a new phase in the life cyle of one India’s most iconic celeb brand?

    Will Sachin’s ODI retirement diminish his brand value?

    By A Correspondent

     

    Master blaster Sachin Tendulkar’s retirement from one-day cricket will set the stage for a new phase in the life cycle of one of India’s most iconic celebrity brands. As his form has dipped in the past few months, many big brands and consumer goods companies have dropped Sachin or significantly reduced the number of his television advertisement spots from their media plans.

     

    Coca-Cola, for instance, does not use the legendary cricketer – who in his prime humbled bowlers of the calibre of Wasim Akram, Glen McGrath, Shane Warne and Brett Lee – as its youth icon, but only as a happiness ambassador. Other big brands such as ITC, Adidas and Aviva also took his ads off air, even as Canon and Jyothi Labs did not renew their contracts, clearly echoing the views of cricket commentators who have said it was perhaps time for Sachin to hang up his gloves.

     

    The Economic Times has argued – and Sachin has rubbished – that many of his advertising and brand endorsement deals are tied to his form, and for the number of years he stays at the crease. Tendulkar, who made his debut for India in 1989, has been the country’s highest-paid sportsman for the past two decades. At present, Tendulkar is the face for about 17 brands and earns between Rs 5 crore and Rs 8 crore per brand annually. Many of his endorsement contracts are set to expire between now and 2014.

     

    Marketing experts and celebrity agents say Tendulkar’s retirement from the shorter form of the game is likely to dilute his image as a youth icon and discourage companies to employ him as their brand ambassador. But he might continue to be an attractive proposition for more mature categories such as banking and financial services.

     

    When contacted, World Sport Group – the company that manages Sachin – refused comment. “Sachin will need to reposition himself in the brands space. He can’t be the cool youth icon which may be the requirement for a lot of brands he’s involved with. Going forward, more mature categories such as banking or insurance would want to be associated with him,” said Shailendra Singh, joint MD of talent management and marketing firm Percept.

     

    Banking major RBS confirmed that its brand deal with Sachin at the moment is unlikely to undergo any change. According to Future Brands CEO Santosh Desai, the nature of Tendulkar’s appeal will change. “As Sachin moves from being a hero now to more like a mentor once he retires, he will certainly attract more corporate brands rather than trendy and hip ones. He will stand for perseverance and experience,” said Desai.

     

    To a certain extent, that process has already begun with companies such as Coca-Cola. “Sachin is involved in campaigns that spread happiness or bring about social change, and continues to feature in promotions and activities around the campaign,” said a spokesperson for the soft drinks company.

     

    Camera-maker Canon, which had inked an endorsement deal with Tendulkar in 2007, has decided not to renew the contract when it ends this month, citing a “change of strategy and youth focus”. Consumer goods maker Jyothy Laboratories, too, did not renew its contract with Tendulkar a couple of months ago. A spokesperson for insurance firm Aviva said while its contract is not up for renewal, it will evaluate the contract details “closer to renewal”. While Tendulkar will continue to play Test cricket, if his poor run continues, it is possible that he may hang up his boots altogether after the series against Australia next year.

     

    For a cricketing genius who has hogged headlines for over two decades and at times has been considered a legend on a par with Don Bradman, walking off the field will not mean the end of the brand endorsement road. Ironically, some companies feel his brand value may get a boost after retirement. “Sachin’s brand value might actually go up as people start missing him on field. But it all depends on what he does outside his cricketing career in terms of business or supporting social causes,” said an ITC Foods official. Tendulkar signed up with ITC Foods in 2006 and the contract will expire next year.

     

    Several leading Indian cricketers who have retired in the past few years have seen their endorsements shrink dramatically as companies switched to younger and more promising players such as Virat Kohli. But experts say Tendulkar could be an exception. “Unlike many of his predecessors, who weren’t signed by brands for ads after retirement, Sachin is in a different league and brands would still want to be associated with him. Besides, his endorsements have been chosen very well. Many are mature, global brands which would like to continue with him,” said Sangeet Shirodkar, director, Off-Spin Sports and Entertainment.

     

    A similar point was made by cricket legend Kapil Dev, who compared him with Amitabh Bachchan. “People don’t relate Sachin to any particular brand. He is brand India for consumers and will earn dividend or pension throughout his life for being that. Like Amitabh, his brand value will not diminish. The only person who can kill his brand is Sachin himself,” said the man who led India to its first World Cup win.

     

    And for now, many of Tendulkar’s sponsors are standing behind him. “Our relationship with Tendulkar continues… he continues to engage with the bank at various events in London, Gurgaon and Mumbai,” said Kavita Sonawala, country head of marketing, RBS India.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • For the greater good, all those advertisers who have signed up Sachin should release him from the contracts immediately. There are enough young guns in Indian sports, they can fish elsewhere

    Anil Thakraney: Are corporates pushing Sachin?

    By Anil Thakraney

     

    There has been a lot of talk in the media (and on the streets) over Sachin Tendulkar’s retirement plan. Or indeed the lack of it. Further fuelled by Ricky Ponting’s decision to hang up his large boots. Obviously there is merit in this discussion, even if Tendlya himself doesn’t wish to be a part of it. Cricket is a young man’s game, and a 40 year old batsman does sound like a misfit. This is further confirmed by the master’s consistent failure to perform. Of course, he’ll play the odd decent inning, but that doesn’t take away from the point.

     

    So then why is the Rajya Sabha MP unwilling to leave the pitch? Part of the problem I guess is the state of living in denial. Your mind says you can rock it, but the ageing body isn’t falling in line with that thinking. This can happen in any field of activity (even sex!), but it becomes a huge problem in sport. Sachin may still be as tough in the head as he was two decades ago, but that won’t improve his reflexes. He also gives me the impression of being a stubborn man-child. Notice how Sachin continued with that shoddy new hair style of his for months together despite all the criticism in the media, even from his diehard fans.

     

    However, there’s another theory doing the rounds, and this one is far more sinister than a bad hair job. Sachin is mindful of the endorsement contracts that are still alive, and the impact of his retirement on these deals. Naturally the contracts become null and void if the man suddenly retires, and hefty refunds (possibly even penalties) will become payable. It’s very likely that these financial matters are playing on the MP’s mind. And preventing him from walking away into the sunset. If so, this is terrible. Because this means Sachin will play for a few more years, causing problems not just for the team but for his own self. A billion Indians would hate to watch the old master make a fool of himself on the cricket ground.

     

    I think for the greater good, all those advertisers who have signed up Sachin should release him from the contracts immediately. There are enough young guns in Indian sports, they can fish elsewhere. In any case, Brand Sachin is no longer as potent as it used to be (this factor deserves a post by itself), so it’s better to move on.

     

    Perhaps with this weight off his shoulders, the master will do the right thing. Which is to join the commentary team. And also focus on how he can make this nation a slightly better place.

     

    ***

     

    PS: Ah. Just another day in the entirely stressful advertising life. 🙂

     

  • Summary: Indus Sports CEO Mahesh Ranka on the current sports sponsorship scene, Sachin Tendulkar being back in runs and the money in other sports

    Jaldi 5 with Mahesh Ranka: The Tendulkar impact is waning

    Okay, the ghost of the Champions Trophy T20 is behind us. The India team for the first two Tests has been announced. Cricket will soon be back on the front pages of the newspapers and essential chatter in the metros and local trains. And above all: Sachin Tendulkar (SRT) appears to be in good form. Since matters off the field (especially on monies in the game) get as discussed as matters on it, MxMIndia asked Mahesh Ranka, CEO, Indus Sports and Sponsorship, a few questions which every sports enthusiast would like to ask.

     

    01. Now that Sachin Tendulkar is back in the runs (albeit against Railways) in the Ranji Trophy, do you think the interest in cricket will rise again?

    Interest in cricket isn’t related to interest in Sachin Tendulkar alone… anymore. However, this will get all enthusiasts to sit up and take notice of his performance in the upcoming series… should he play. The fact that we are seeing cricket after long (CLT20 without Indian teams qualifying ahead was forgotten by people), and the holidays/festive season may enhance interest to some level.

     

    02. From the sales point of view, is it true a lot of viewer interest goes up and down given the way Sachin plays?

    It was the case until 2005-6. Post that, interest connected to SRT has really been achieving the 100th 100, 50th 100 in one format… and when he hit the first 200 in ODIs. Even today, many enthusiasts out of sheer expectancy of a good innings from the master batsman will switch off their TV sets if and when Tendulkar is out cheaply. The SRT impact however is waning thanks to a decent balance in performances (forget the last England-Australia tours).

     

    03. We’ve seen a lot of cricket this year, and we’ve also seen the interest go up and rock-bottom with Champions League. What’s your prediction for the rest of the cricketing season?

    The rules have always been simple… India performs (read wins or stages a heroic effort) and the nation watches, India performs badly… and no one’s happy… viewers, advertisers, media… even experts! We are very emotional about the performance, and that reaction is clearly visible across the spectrum.

     

    04. Over the last few years,other sports have gone up the popularity charts. Tennis, F1, Football and even hockey? Which sport do you think will be next to cricket in terms of sponsorship monies?

    Next to cricket, F1 seems like the strong one, thanks to the Airtel Indian Grand Prix. Football is creating its own ecosystem which generates a decent amount of sponsorship monies. The popularity of Indian football, however is limited. TV viewing is skewed to European football and Indian football has big enthusiasm in traditionally strong pockets only.

     

    Tennis had the makings of being #2, but it didn’t?

     

    It was a lot of media-created and fuelled. That probably pushed opinion. Tennis was getting popular thanks to the exploits of Saina…. and of course consistent performance of Leander Paes and Mahesh Bhupathi. Monetarily, it was never a big business spinner. Many companies invested and failed to raise the necessary sponsorship and other revenue options to run the effort successfully. Apollo’s 10-year plan worth Rs 100 crore crashed within two years of inception, Kingfisher Open, Sunfeast Open… never found support after the first round of deals (three years or so). So much so, that Globo Sports did not continue with the events they had created. Only Chennai open has survived all these years, and that’s thanks to the support of the Tamil Nadu government.

     

    05. Lastly, any truth in sponsors/endorsements playing a role in player selection or staying on even if he or she may not be in top form?

    In my position, I wouldn’t know the dynamics that go on in ‘selection’ of players or ‘staying on’ as it’s nowhere close to my function. Neither do we represent athletes nor do we manage their commercial interests. In the past, there have been cases that have been argued on the above, not only in India but also in foreign markets. It’s probably as true and as visible as betting in sports in India.