Tag: Sachin Tendulkar

  • Gimmicky, unappetizing green times

    Ranjona Banerji

    By Ranjona Banerji

     

    What is the general feeling on the pista-green shade adopted by Bennett Coleman newspapers for World Environment Day, June 5? To me, not only did it look unappetising (not that I have anything against pistachios, quite the contrary) but it also seemed gimmicky. The giant Fiama de Wills ad which ran horizontally from top to bottom and half the page on TOI did not help either.

     

    The effort has to be commended – Sunita Narain of Down to Earth as guest editor and a whole slew of stories on the environment. However, the kind of stories chosen were “same old, same old” and that, even for an interested party like me, it was a bit yawn-inducing. Wagging fingers about environmental degradation and human iniquity is now passé. The movement has progressed since then and practical applications and answers would have perhaps been a better track to follow. An opportunity lost, unfortunately.

     

    Most other newspapers just paid basic lip service to the day, so plaudits for Bennett Coleman there.

     

    **

     

    Sachin Tendulkar taking his Rajya Sabha oath should have been a fairly simple matter, with a requisite press presence suitable for a star. But this propensity for national hysteria can get a bit boring. Yes, we have already discussed in great detail the whys, wherefores, whens, hows, what-ifs and wisdom of this move. So apart from breathless coverage we also had some laboured debate on NDTV about Tendulkar and the Rajya Sabha.

     

    When there are no major issues at hand then TV’s desire for “scintillating” discussion (can’t find the sarcasm emoticon) falls a little flat. Even Arnab Goswami’s going round and round the mulberry bush over India against Corruption and Baba Ramdev’s on-off love affair was uninteresting since there were very few answers that India actually demanded from either of them.

     

    **

     

    Watching a press conference with Union finance minister Pranab Mukherjee after the Congress Working Committee meeting on Monday was fascinating. If he were not so busy being the main trouble-shooter, the Congress could have used him as their chief TV debater. His breadth of knowledge is so large and understanding so acute, he sort of stops people in their tracks. I suspect that journalists are a little frightened of asking him the frivolous questions they usually do of others. Imagine what Mukherjee would do to Nirmala Seetharaman or Ravi Shankar Prasad in a TV debate?

     

    **

     

    Since the French Open is into its second week at Roland Garros, it is a pleasure to see so much coverage on so many sports pages. I take the Hindustan Times and the Hindu off the hook here – they have always given fair play to tennis. But even the Times of India which barely manages a nod to other tennis tournaments has clearly decided that a Grand Slam is worthy of its venerable attention. So too the Indian Express, which gives a little nod to sports and focuses on cricket, has been covering events in Paris.

     

    However the cynic in me says that since some European football tournament is due to start this week, tennis may soon be back in the briefs sections.

     

  • Debrief: Coca-Cola: Zero Freshness

    By Anil Thakraney

     

    Interestingly, there’s a new commercial on air from Coke, and it’s based on cricket. A bit strange that, because summer’s coming to an end and the IPL is done and dusted.

     

    Anyway, the TVC features some rural kids playing the game in extremely hot, dusty and inhuman conditions. It looks like a desert. They seem to be enjoying themselves all the same, since the kids are passionate about the game, like everyone else is in this country. And that passion is what Coke wants to ride on. However, all of a sudden, towards the end of the commercial, Rajya Sabha MP designate, Shri Sachin Tendulkar, appears on the screen. He ‘opens happiness’ and happily gulps it down.

     

    I have two huge problems with this one. For one, cricket has been heavily flogged in Indian advertising, and for the game to carry any further appeal, the execution has to be seriously fresh. We are done with watching kids play street cricket, surely that’s become ultra boring in circa 2012. So on this count, the TVC fails miserably, despite a good voice-over and a decent script.

     

    Secondly, Sachin looks like a cut-paste job in the film, an after-thought. Would it not have been a little nice if the hero lands up in those hot conditions and offers the poor kids some Coke? That would not have injected any freshness to the commercial, but it would have brought in some warmth at least. Currently, it looks like the kids are living a life of hell, and the Rajya Sabha MP designate is chilling inside an air conditioned studio. This kinda puts you off.

     

    Rating: (On a scale of 1 to 5): 1. Thakela idea. And it makes Sachin look bad. 

     

  • [MJR] IPL symptomatic of the end of civilization

    Ranjona Banerji

    By Ranjona Banerji

     

    There’s only one newsmaker this morning and that’s the IPL. As Manoj Tiwary hit a four over Chepauk stadium winning the title for the Kolkata Knight Riders, season five of a very successful Indian Premier League comes to an end.

     

    And what a season it has been – a film star team owner fights with a security guard, another film star team owner castigates a third umpire for being unfair to one of her players, a player assaults a woman at a party, five players are exposed for spot-fixing and the management is exposed for unfair processes in the buying and selling of players… have I left anything out?

     

    And then there’s been the cricket. The drama over Saurav Ganguly now being with the Pune Warriors, the expectation that Sachin Tendulkar would soon reach his 1000th Test century, the thrilling last ball finishes, the sentiment attached to Rahul Dravid and all the news finds.

     

    And of course, the media. For some, like the ultra-bore Boria Majumdar parked in the Times of India stable, the IPL is symptomatic of the end of civilisation. The erudite Ram Guha doesn’t like it either. A player misbehaves at a party and a couple of former players threaten to go on a hunger strike – which I don’t think happened. Or at least, everyone forgot soon after. The TV channels also decided that IPL was the thin end of the wedge before the human race sinks into an irreversible path of iniquity. I would say the same thing about TV news as far as the fate of the media in India is concerned but…

     

    Sharda Ugra in The Indian Express lauds the good things, hopes the BCCI will fix the bad things and then focuses on what was really wrong with the IPL – the terrible pre and post shows on Sony’s SET Max, Extra Innings. I think there may be an extra ‘a’ in there for some inexplicable reason. Having dispensed with the dispensable Mandira Bedi, we have had the unpalatable and hysterical Gaurav Kapoor and those two girls foisted on us. Isa Guha, since she understood cricket and took it seriously, was a rare breath of fresh air. Why those two badly dressed, screeching and oddly accented girls had to interview minor starlets on the grounds was not explained to us. The cheerleaders in the studio were the worst available. I cannot understand a word Navjot Singh Sidhu says so I was spared tearing my hair out. My only concern was that he needed to go on a diet. Ever since Harsha Bhogle had a hair transplant, I cannot but concentrate on his new fringe to the exclusion of his platitudinous and fatuous observations on cricket.

    Ugra, I have to confess, was not this nasty.

     

    Mid-Day’s headline “Ra.Won” is the winner of the day. The Hindustan Times gave us a sort of truncated report, obviously written in a hurry and the reporter clearly did not like Shah Rukh Khan. The Times of India had a better report – a real surprise since its sports coverage has sunk to new lows recently – but its reporter is clearly no fan of MS Dhoni’s and called him out for his “standard tricks”, in this instance, slow over rate towards the end of the match.

     

    Now that the IPL is over however, it will be interesting to see how our perpetual moaning machines in the media will fill up their time…

     

  • The Hindu releases book on Sachin Tendulkar

    By A Correspondent

     

    Sachin Tendulkar rang in his 39th birthday at Mohali on April 24 by releasing the book Sachin: Tribute to a Legend – a collector’s edition compiled by The Hindu.

     

    The book is a celebration of the man who went from prodigy to phenomenon, after debuting as an international superstar when he was just 16. The book catalogues Sachin’s incredible journey fromManchesterto Mirpur. It strives to convey the sparkle of the moment as it was recorded, so older readers can experience the delight of nostalgia, and younger ones, the excitement of discovery.

     

    The book is more than just a narrative of the man who achieved a hundred hundreds – it is also a window into the mind of one of cricket’s greatest personalities. It includes freewheeling interviews, and interactions that happened after major milestones such as the ones after 100 tests and after 20 years of international cricket. Sachin is engaging, honest and interesting in each of these interviews. The book also has a statistics section and an essay on Tendulkar, the brand.

     

    Arun Anant, CEO of The Hindu Group of Publications said: “This book is our tribute to his unparalleled contribution to the game”. As a part of the team working on this project Suresh Srinivasan, VP-Advt stated: “Sachin is a source of inspiration to millions of people across the globe and is India’s pride. We trust Sachin’s fans and readers at large will find it as exciting and interesting as we did when we were putting it together.”

     

    Speaking at the release function, Sachin Tendulkar expressed his gratitude to The Hindu: “Readingvarious articles and opinions (in The Hindu) has played an important role in my career. I want to take this opportunity to thank you for putting this book together in a matter of a few weeks. It’s a mammoth effort and thank you very much.”

     

  • Murdoch inquiry: the murky side of media highlighted

    By Ranjona Banerji

     

    The questioning of Rupert and James Murdoch in the Leveson inquiry into media ethics in the UK was undoubtedly the highlight of this news week. Both the BBC and CNN showed major portions of the inquiry live and it was fascinating to watch these two very powerful men being closely questioned on their closeness to British politicians as well as on the way they ran their business.

     

    James Murdoch followed the line he had had at the earlier Parliamentary inquiry after the phone-hacking scandal broke which led to the closure of The News of The World: he remembered nothing. This is, even though he had been the recipient of a chain of emails which explained what was going on. Murdoch the younger claimed he had not read any of the emails.

     

    Two days were devoted to Rupert Murdoch who seemed far sharper than he had been during the Parliamentary inquiry. However, he also claimed to remember nothing, in spite of there being sufficient documentary evidence to prove his various meetings with various British prime ministers. Murdoch claimed that politicians always wanted to meet editors and proprietors but that did not mean that he wielded any influence.

     

    However, by the end of the second day of questioning, Murdoch admitted that there had been a cover-up of the practice of phone-hacking in his newspapers, which went at least up to the editor and beyond. He apologised and called it a failure.

     

    The venerable and respected Harold Evans, the one editor of the Times who Murdoch sacked, was scathing in his criticism of Murdoch’s testimony and his supposed inability to remember anything significant at all, in his piece in the Guardian on Thursday.

     

    In the backdrop of this questioning were the revelations that a close aide of British culture secretary Jeremy Hunt had been leaking secret information to the Murdoch organisations about the BSkyB deal, which has since been scuttled. But with both sides of the political spectrum in Britain being in the pockets of the Murdochs, finger-pointing is going to be a little difficult. In Prime Minister David Cameron’s favour is the fact that he commissioned this judicial inquiry.

     

    The parallels with India are fascinating, if at the least because media tycoons here remain shady figures, lurking in the background, pulling strings and manipulating policies. Also, despicable as phone-hacking was, it is hard to remember the last time any newspaper really spent any effort on news-gathering. We, in India, follow the other Murdoch model – use PR agencies to get everything done.

     

    Needless to say, Indian TV was not much taken with the Murdoch case, although newspapers gave it the mandatory space on their international pages.

     

    * * *

     

    The one story which got almost no space in the Indian media, in spite of the verdict being shown live on the BBC and CNN on Thursday, competing with Murdoch, was the trial of Charles Taylor. The former Liberian president was charged with war crimes for his role in the brutal and bloody war for power in the neighbouring Sierra Leone. Although the film Blood Diamonds got considerable media attention in India, the man who was part of that horror story, was obviously not worthy of too much space. For example, The Times of India had nothing, the Hindustan Times, a brief and The Indian Express a story on the international pages.

     

    * * *

     

    Instead the Indian media had absolute hysterics about Sachin Tendulkar accepting a nomination to the Rajya Sabha. One would imagine this was the first time anyone had ever accepted a Rajya Sabha nomination (12 distinguished persons are appointed every term) for all the hot air expended on TV. Newspapers also saw this as headline news.

     

    So far of course no one knows whether Tendulkar will be a good, bad or indifferent Parliamentarian. Therefore, tedious before-the-fact discussions and camera-inspired rage are pointless. Much time was spent on why Tendulkar was joining politics. It occurred to no one that being nominated to the Rajya Sabha is not “joining politics”. That would be when Tendulkar fights an election. Many nominated members gone back to their distinguished lives after their terms finished.

     

    The only benefit of such discussions is that you see just how stupid some people are.

     

    * * *

    Sometimes I find myself in full agreement with Press Council chairman Markandey Katju that 90 per cent of Indians are fools. And most of those fools find their way to TV studios.

     

  • Why IPLs are no fun without this man

     

    By Biswadeep Ghosh

     

    Think of the Indian Premier League. Forget your favourite cricketers for a while. One, two, three, four… now that you have managed to push the players into the backyard of your mind, who is that one person whose association with the tournament is a fact you just cannot ignore? Rest assured, they aren’t Shibani Dandekar and Archana Vijaya, the two young ladies who do the rounds within the venues, asking unintelligent questions to intelligent cricketers when not busy matching their knowledge of the game with equally informed (or uninformed) celebrities. Despite the presence of so much glamour – which includes one Shah Rukh Khan – the man who is managing to colonise the maximum amount of attention is Navjot Singh Sidhu.

     

    After having been a successful international cricketer for sixteen long years in which he metamorphosed from being a maha-boring batsman to watch – particularly in today’s T20 terms – to someone who could step out and send the ball flying for miles while dealing with the spinners in particular, Sidhu’s second innings as a commentator has been comparably notice-worthy. He has irritated purists with his style of commentating, which is based on a unique formula. He talks very little cricket, and talks too much. As if that is not enough, he showers similes, metaphors, shayaris and proverbs on the viewers, hijacking the time of his colleagues who can do nothing apart from watching him with a partly amused, partly stunned look.

     

    When Sidhu joined the IPL5 commentary team as part of the Sony Max show Extraaa Innings, he had reportedly said that the show beats ‘Vidya Balan in terms of entertainment quotient’, the reference being to the actress’s affirmation that a film is about ‘entertainment’ in The Dirty Picture. Balan’s character Silk had used the word ‘entertainment’ three times, and Sidhu had promised five times more than that.

     

    Somewhat confusing, no doubt about that, since exactly how much entertainment did Silk promise by uttering the word three times? Sidhu may not know that, but he will have an answer to this query for sure. He has an answer for everything.

     

    What kind of rubbish does he talk? How much can he talk? How can he remember so many shayaris, proverbs and god knows what else? How does he misinterpret half the things he knows with so much confidence? As time has flown since the day he became a commentator many turbans ago – he started his career when India toured Sri Lanka in 2001 – what is amply obvious is that he has added a lot of new material to his arsenal, stuff he uses the way only he can.

     

    In the studio of Extraaa Innings, Sidhu, who says ‘gurrru’ whenever presented with an opportunity, came up with an outstanding statement the other day: outstanding since not even George Bush could have given rise to so much unintentional humour. Sachin Tendulkar, he said, is a genius, just as Adolf Hitler and Benito Mussolini were. Hence, the Master Blaster is meant to be admired. Sourav Ganguly, on the contrary, is a man of character. So, he is meant to be trusted.

     

    Presenting, some possible conclusions drawn from what Sidhu said:

    *Tendulkar is characterless, and hence, not supposed to be trusted.

    *Ganguly is not a genius and, therefore, should not be admired.

    *Tendulkar’s genius has parallels in Hitler and Mussolini.

    *A man of character cannot be a genius, and vice-versa.

    *Hitler and Mussolini are meant to be admired.

     

    Poor Harsha Bhogle, who sits right next to the man. Having been reminded of his hair transplant by Sidhu – for the consumption of the entire world, by the garrulous Sardar, who else? – he keeps staring at our protagonist, doing hee-hee-hee, distinctly clumsy and uneasy, acutely aware, one is sure, that he has been condemned to become one part of the ‘Jai and Veeru’ pair in the present edition of Extraaa Innings.

     

    That Harsha and Sidhu have become Jai and Veeru – the legendary characters played by Dharmendra and Amitabh Bachchan in the curry Western Sholay – tells us two things. Firstly, Extraaa Innings is not meant for the cricket connoisseur: which is fine, since neither is T20. Secondly, a character like Sidhu can only make its TRPs shoot heavenward, many watching the show seek the sort of humour that he has come to epitomize.

     

    That Sidhu’s prattle is not a 24-hour-reality in our lives is what works for the man. In a serious moment, when a batsman has failed to negotiate delivery after delivery, he has been known to irritate the hell out of a listener by comparing the batsman to a ‘one-legged man in a bum-kicking competition’. (He is not doing that in this edition of IPL, having been confined to the studios, but he has made many such comparisons in the past). But the thing is, the ‘idea’ of Sidhu has become an addiction with the passage of time. As his loyal fans will tell you, it is not an addiction which is subversive, like heroin, but a habit which makes one smile even when one gets completely exasperated.

     

    As a person talking cricket, Sidhu, having been a top-level cricketer himself, makes a lot more sense than, say, Mandira Bedi, who possibly believed that the leg stump was tied to a batsman’s leg when she had started out. Unlike serious commentators, however, nobody hears him for his reflections on the game. Sidhu’s USP is the ‘out-of-placeness’ of his thoughts, a carefully manicured image he has developed by insisting that the Indian team ‘without Sachin is like giving a kiss without a squeeze.’

     

    As someone who seesaws between being a purist and a lover of baseball cricket’s entertainment – the former, when I watch test matches and the latter, when T20 hits the mart – I am among many who lose it when he starts burying voices around him, and cracking meandering jokes in the middle of a serious discussion. But, my anger subsides when Sidhu says what he thinks is funny and introspective by combining humour with deep thought. He is at his best when devotedly absurd: an entertainer who puts up a whole-hearted performance. He is what every T20 player on the cricket field ought to be. Now, is that a Sidhuism?

     

     

    Born in Patna but based in Pune, independent writer-journalist Biswadeep Ghosh enjoys writing on films, literature and music. But, yes, cricket is his passion, and he (even) follows matches featuring Canada and Namibia whenever he can.

     

    Photograph: Fotocorp

     

  • Anil Thakraney: Why I shall duck the IPL

    By Anil Thakraney

     

    Like every year, this year too I shall give that circus called the IPL a quiet miss. As far as I am concerned, this is anything but cricket. It’s actually one huge outdoor party, where the Page 3 types and other minor celebs get to shake a leg in front of cheering masses. Not my idea of a relaxed evening. I’d prefer to watch Crime Patrol and Balika Vadhu. As usual. Though I have to admit I will, very reluctantly, drop by now and then. Only because I am a paid writer and can’t shut myself out of anything. Not even trash.

     

    Anyways, here are my big problems with this tamasha:

    Because there have been such dubious results in some of the matches in the earlier seasons, you have to wonder if the IPL isn’t a hot-bed for match fixing. Let me put it this way: I would be entirely surprised if the tournament turns out to be all clean. Good story for tabloids in India. A massive expose crying out to happen.

     

    Because the IPL has become a VRS scheme for retired cricketers. A pension plan for the old, burnt-out boys. Ex-players like Ganguly are an embarrassment to watch. And Dravid, in this format, fits in as nicely as I fit into a Page 3 bash. Not really interested in watching this joke.

     

    Because the tournament is infested with controversies. Not a single thing about the IPL sounds aboveboard. Right from the dodgy auctioning process to team ownership issues to the TV rights scandal to allegations of money laundering… there are rats lurking everywhere under the glitzy red carpet. Who on earth would want to waste time on such an incredible tournament.

     

    Because there is an almost zero regional flavour in each team. I still cannot bring myself to support the Mumbai team, most of the players continue to be from other regions. Ditto for other teams. Just to give you one example: Dhoni is as far removed from Chennai as Gorakhpuri flicks are from Amma’s DVD collection. So there is no real passion for the game. It’s time pass at best.

     

    Because it’s no fun watching Neetaben and her chubby boys jumping and dancing post the match. I suspect their own (now ex) team captain, Sachin Tendulkar, gets pretty scandalized by their shenanigans. Maybe that’s why he opted out of captaincy. So that ben hugs Bhajji instead.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=fLzsKm7sEG0[/youtube]

    Because the IPL is anything but cricket.

     

    ***

     

    PS: Haha. A real cool ad from Axe. On how to keep pace with a totally flirty girlfriend. So much more fun than all those silly ads that feature women chasing the Axe man around. And a super script too!

     

  • [MJR] The big wound in Indian newsgathering covered with Kareena Kapoor’s bandaid

    By Ranjona Banerji

     

    Even three years ago, my father couldn’t tell the difference between Kareena Kapoor and Shah Rukh Khan, if he even knew who they were. Now he can recognise every single Bollywood star and can even talk knowledgeably about their new films and their goings-on. He has not watched a film, I must clarify, in I-don’t-know-how-many years. But he is a news junkie. Therefore, when he told me on Saturday that the biggest TV news of the day was that Kareena Kapoor had a band-aid on her leg, I believe him.

     

    I think I also take back every criticism of Markandey Katju I ever made. I opened the e-paper of The Times of India this morning, to have a look at what was happening in the world. The front page of the main edition and the front page of Bombay Times opened next to each other. I have not read Bombay Times since Medianet began, so I did not look further. Why should I, when I already knew from opening the TOI website that Sajid Khan thinks that the Shah Rukh Khan-Farah Khan fight was meaningless and that Sachin Tendulkar had handed over the captaincy of the Mumbai Indians to Harbhajan Singh.

     

    Actually, it said ‘Bhajji” but by now we all know who that is. Should they have called Sachin “Tendlya” to keep the casual tone consistent? Maybe you’re not allowed to get casual with Sachin.

     

    I then went to Google to have a look at Hindustan Times. “Click for the latest Bollywood and cricket news” said the link. Ah well. I already know that, I thought. Kareena Kapoor has a band-aid on her leg and Sachin is no longer captain of the Mumbai Indians. Of course I was wrong. The most viewed story on the Hindustan Times website is “Akshay Kumar, John Abraham in a brawl”.

     

    I had foolishly thought that the Myanmar elections and Aung San Suu Kyi’s imminent victory was big news but couldn’t find it on the home page of these two worthy websites.

     

    So I went to the Times Now website and that is where normal service was resumed. Arnab Goswami, in save-India mode, looked at me sternly and I then knew all about Jaganmohan Reddy’s yatra as the CBI noose around him tightened, the fact that Team Anna was now taking on the BJP over Himachal Pradesh and the Lok Ayukta Bill, that the prime minister had refused to meet army chief VK Singh. I also saw Mynmar there.

     

    I hereby humbly take back all the nasty things I have ever said about Indian television. This I predict will last three days. Because I just remembered Kareena Kapoor and her band-aid.

     

  • The Anchor: 5 IPL players brands can ride on this season

    By Tuhina Anand

     

    1. Sachin Tendulkar:

    Good ole Sachin is the God of cricket even if the man himself has been telling everyone around that he is just Sachin. With his 100th 100, brand Sachin is in news. His handing over the baton of Mumbai Indians to Harbhajan Singh to concentrate on the game once again shows that for Sachin the game always remains his utmost priority. He is dependable, trustworthy and what we call ‘lambi race ka ghoda’ which he has proved time and again.

     

    2. Mahendra Singh Dhoni:

    Captain Cool has a lot riding on his shoulders. Having led CSK to re-create the IPL magic and win IPL 4, all eyes are him once again. MSD is picture of poise under duress and that’s a great attribute that brands can cash on.

     

    3. Chris Gayle:

    Return of the prodigal, that’s how Gayle’s IPL 4 stint can be aptly summed. He entered RCB last year as a replacement in the middle of the series and then created ripples by leading his team to the finals. This year Mumbai Indians were keen on having him on their side though RCB managed to retain him. Being among one of most recognized and popular players of IPL, his brand equity is currently high, which brands can benefit from.

     

    4. Virat Kohli:

    The 23-year old is already hot choice for brand endorsements. Being touted as dream player for ODIs, Kohli is being projected as a youth icon. He is endorsing around 10 brands including PepsiCo, Fair & Lovely, Titan Fastrack, TVS Sports Motorcycle among others. He still is behind Sachin and MSD in terms of number of endorsements so brands get on the Kohli brandwagon.

     

    5. Lasith Malinga:

    The Sri Lankan playing for Mumbai Indians has created quite a stir with his unruly locks and fierce bowling style. He is amongst the most popular faces of IPL and his quirks and style only adds to his appeal. Malinga, the name is enough for brands to get instant recognition.

     

  • Is Sachin’s brand aura on the wane?

     

    By Binoy Prabhakar

     

    Even if you are cricket’s greatest overachiever, there is no escaping pressure. When Sachin Tendulkar recently collected his latest superlative – a century of centuries – the deed helped banish the pressure of ‘when’ that had been building up for a year. No sooner did he say “phew!” than a new pressure took the earlier one’s place: his retirement.

     

    The answer from the man himself, though “in a not Tendulkar-like way”, according to Mr Suresh Menon, editor, Wisden India Almanack, was: “When I retire is something I will decide…” Mr Menon broached the subject in a rather unflattering article earlier this week. “… the pressure on Tendulkar now is to keep playing so his minders can squeeze the last drop out of his huge commercial value,” he wrote.

     

    Mr Menon called this the “flip side of the millions”. “High earning sportsmen make a Faustian deal with the money devil; they are paid sums beyond the dreams of avarice for a decade or two… the devil demands his part of the bargain. Keep playing. Keep bringing in the money,” he wrote.

     

    Brands Tendulkar Endorses…All the deals are pre-existing, no new deals since the ‘Century of Centuries’Aviva, Adidas, Amit Enterprises, Audemars Piguet, Boost, Coca-Cola, Canon, Castrol, Sach (private label Kishore Biyani’s Future Consumer Products Ltd has created with Tendulkar), ITC Sunfeast, Jaypee Cement, Kaspersky, Luminous, RBS, Reynolds, S Kumars, Tohsiba

    Moot Question

    It still does not the answer the critical question: when will Tendulkar call it a day? But if endorsements were the deciding factor, as Mr Menon suggests, the answer would be 2014. All the 17 endorsement contracts in Tendulkar’s kitty run until then, according to his managers, World Sport Group (India) Pvt Ltd. Tendulkar remains among the highest-earning sportsmen in the country, second only to India captain MS Dhoni. But at least for now, there is no prospect of brands prolonging his career beyond 2014. No company has signed him up since his last milestone, belying the widely held expectation in the advertising fraternity.

     

    The only marketing event commemorating his achievement has come from beverages major Coca-Cola, which announced a rollout of 7.2 lakh cans featuring the cricketer. Sportswear major Adidas is preparing to launch a new marketing campaign featuring him in the first week of April. But both are existing sponsors of Tendulkar.

     

    Is it still early to rule out new sponsors, given that Tendulkar’s feat came about only on March 16? Advertising executives don’t think so. The buzz in the industry is that many companies were in talks with Tendulkar’s managers to make the most of his 100th century. Mr Harish Krishnamachar, senior vice-president and country head of World Sport Group (India) had said the feat will not have any impact on Tendulkar’s valuation. But no name has arrived on the scene.

     

    That’s because Tendulkar has always been selective about his endorsements, according to Mr Krishnamachar. “And we have never seen a milestone as a short-term opportunity given that our focus has been on creating a sustained long-term value for him,” he says.

     

    Tendulkar, says Mr Krishnamachar, has been very categorical about what categories he will be associated with and what he will not. “We have a very good assessment of what he is comfortable with and we have stayed true to that.” The brands that Tendulkar has said he will not endorse are tobacco and alcohol, says Krishnamachar. Tendulkar is said to have turned down a multi-crore deal with liquor baron Mr Vijay Mallya’s UB Group two years ago.

     

    …And Those That Haven’t RenewedContractsPepsi, Action Shoes, MRF, Britannia, Fiat, TVS, Airtel, G-Hanz, Colgate-Palmolive, Philips, VIsa, Ujala Techno Bright

    No New Deals

    Mr Krishnamachar says as far as any other category is concerned, it is something they “will consider as the opportunities present themselves”. But for now at least, there are few on the horizon.

     

    And all the existing contracts are many years old, even as much as 20 years in the case of Boost. The ‘newest’, if one can call that, is a deal with Coca-Cola signed in early 2011. Tendulkar’s last deals of note too were signed around then – a Rs 9-crore contract with Pune developer Amit Enterprises and another with apparel maker S Kumars for Rs 13 crore.

     

    Mr Prashant Singh, director of Octagon India, a sports and entertainment marketing company, says it is true that there has been no frenzy over Tendulkar’s latest feat. “There won’t be any until companies realise what his [retirement] plans are,” he says. Mr Singh says in one sense, Tendulkar, who turns 39 next month, is restricted by his own persona. “He has become the grand old man of Indian cricket… a la elder statesman than a player. That restricts more brands coming.”

     

    Mr Singh says what is keeping new brands away could also be the sheer number of endorsements. “He is endorsing 17; where is the scope for more?”

     

    Yet, many brands have not renewed contracts (see adjoining chart) with Tendulkar. He also now has few brands that cater to the young, except Coca-Cola and Adidas, an important segment for marketers. This is the upshot, says Mr Krishnamachar, of changing his portfolio of brands to reflect maturity and high-value categories.

     

    What about his brand value? Mr Santosh Desai, MD and CEO of Futurebrands India, says it isn’t what it was a few years ago. “Clearly, Tendulkar is in the evening of his career.” Mr Desai says the cricketer’s performance of late has been below par and because his century took a long time coming, there was fatigue associated with his feat. Taken together, it explains why Sachin hasn’t received new deals, he says.

     

    Whether Tendulkar wins new deals depends on how he evolves as a brand ambassador, says Mr Desai. “We have to wait and see… there is no clue from his current endorsements.”

     

    Source:The Economic Times

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

     

    Photograph: Fotocorp

     

  • Anil Thakraney: The Big Sachin Bash

    By Anil Thakraney

     

    I caught glimpses (on NDTV) of that mega party Mukeshbhai and Neetaben threw for Shri Tendulkar. And no, that it was held at that deeply repugnant structure called Antilla didn’t prompt me into hitting my remote control as deftly as Sachin would, in his hey days, heave Shoaib Akhtar over fine leg. It was the master being felicitated after all, so one was expected to pay attention.

     

    Here are some random observations: A whole lot of huge names from all walks of life… industrialists, politicians, movie stars, sports stars, etc, were in dutiful attendance. I wonder if the allure had to do with the blaster or that the invite went from Mukeshbhai. I suspect it was the latter… no one in his/her right mind would wish to offend India’s richest man.

     

    Mr & Mrs Ambani are enormously poor public speakers. They may know how to turn stone into gold, but the duo lacks the ability to keep you from yawning miserably. Two options: They can get other speakers to do the honours. Or, they can enroll for a public speaking course. Don’t think it costs much.

     

    Abhishek Bachchan, on the other hand, is a far better public speaker than he is an actor. Small B needs to attend acting classes, but that’s another story. Priyanka Chopra as the anchor was perfect. Though, quite disappointingly, she turned up over-dressed. Aamir Khan was at his professional best. Guess he rehearsed his speech for the 100th 100 time before driving out for Antilla. Salman Khan mumbled a lot. No one understood what he said, but people laughed all the same. Given the macho star’s fiery temper, that’s always a good idea. But his little dig at SRK was delightful. By the way, wonder why Shah Rukh failed to turn up. Had he arrived, he ought to have been seated next to Sallu bhai. TRPs would have gone through the Antilla roof.

     

    Sachin tried his best to sound cool and humorous. Didn’t really work. Partly because of his recent angry, arrogant outburst at a press con, where he was (quite rightly) questioned on his retirement plans.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=KGU45aNm-C4[/youtube]

    Lastly, the high point of the show was Lata tai singing “Tu jahaan jahaan chalega, mera saaya saath saath hoga.” Total paisa vasool. Mukeshbhai should now felicitate her just for that.

     

    ***

     

    PS: Nissan India has produced a five minute ‘movie’ starring Ranbir Kapoor. And it’s been created in full filmi shtyle, with all the romance, passion, colour and noise our flicks pack in. This blockbuster will officially be released this month. You saw it here first!

     

  • Freaking News: Tendulkar upstages the budget extravaganza

    By Ranjona Banerji

     

    Pranab Mukherjee owes a big debt to Sachin Tendulkar. By the time Saturday morning dawned, the newspapers it seemed were far more excited about the century of centuries than they were about fisccons, indirect taxation and how do you solve a problem like Mamata.

     

    The Times of India, Uttarakhand, had “Sachin, Thanks a Ton” as its lead headline and story. The budget was tucked below the fold. The Hindu went with convention and the budget, “Dr Pranab’s bitter medicine” but there was Sachin’s “century of centuries just below the fold. The Hindustan Times (Delhi) put Sachin as a banner on top of the budget – “God of All Things” and then said, “Reforms on Rewind”.

     

    The Times of India’s Mumbai edition put Sachin at the top and the bottom. There was the banner “Tondulkar goes where no one ever has or ever will”, then a graphicked-up finance minister with the headline, “Face it. Life’s got a lot more taxing” and then “Thanks a ton, Sachin” at the bottom. DNA, Mumbai went with “Budget bores, Sachin scores” which about put the matter in perspective.

     

    As far as headlines go, I would say Hindustan Times has won, DNA has come second, Times has tried too hard and Hindu not at all.

     

    Interestingly, Hindustan Times, Mumbai’s Sachin banner read “Man of the Century” which perhaps proves that HT thinks that either no one in Mumbai will get the Arundhati Roy reference in the “God of All Things” or that people in Mumbai can’t do maths (man of 100 centuries, surely?) or that the Mumbai edition just felt it had to be different from Delhi. Now that’s a legitimate desire, surely?

     

    Even The Economic Times could not ignore Sachin and tied the two together into one headline, “On Budget Day, Sachin scores”. The Vodafone tax case also got a cricket reference “Vodafone may have to face Pranab’s Doosra”.

     

    Thus the nation’s fascination with cricket and Tendulkar managed to upstage the annual extravaganza that newspapers go through every year.

     

    * * *

     

    In fact, Saturday must have been a news editor’s nightmare, trying to decide which story was bigger. After all, we’ve spent almost a year going on and on about Tendulkar’s 100th century and couldn’t give it second place even if it arrived on budget day.

     

    As for what the newspapers said about the budget, it was more of the same – some people liked it and some didn’t. More than likely: all will be forgotten as Mamata Banerjee plays out some new drama and Akhilesh Yadav loses some of his sheen. Pranab Mukherjee will probably have the last laugh.