Stars' maiden entry to ad world

The recently ended India, Pakistan test series not only reinforced the marketability of Yuvraj Singh and M Dhoni, but also made new stars visible on the horizon: S Sreesunth, Rudra Pratap Singh and Suresh Raina.

Percept D'Mark (India) Pvt Ltd had signed Sreesunth immediately after Sri Lanka's tour of India, even before the fast bowler was selected for Pakistan tour.

Sanjay Kacker, its north India head, confirmed that Sreesunth will soon endorse a sports apparel and an optical company (the pace bowler wears contact lenses). However, Kacker refused to disclose any numbers concerning these deals.

He said with Sreesunth's bowling action, Percept has identified a future potential in him as part of India's pace attack. What also impressed them was that he is a fast bowler with an attitude (remember the jig?), which is now considered a rare find in this part of the subcontinent. That will probably be an important component of their marketing strategy for the bowler.

RP Singh and Suresh Raina are represented by Lokesh Sharma of Twenty First Century Media, who did not want to confirm any future endorsement deals.

He said it takes at least three months to finalise an endorsement deal and there has not been enough time after the Pakistan tour for these two players to sign on the dotted lines.

RP Singh, though, has recently signed a contract with Reebok. Lokesh did concede that these "two players are emerging stars and time will prove their brand value".

Percept, Yuvraj's agents, has confirmed that while the young cricketer used to fetch Rs 50-70 lakh (Rs 5-7 million) per endorsement prior to the Pakistan tour, he is now about to sign new contracts under which he will earn close to Rs 1 crore (Rs 10 million) per endorsement.

Kacker has said that Yuvraj is now in the final stages of signing up with a "big mobile service provider, a consumer electronic company and a hardware-software computer company".

Yuvraj already endorses Reebok, Pepsi, Parachute Oil, Indian Oil and Hero Honda. Dhoni's agent, Jeet Banerjee, managing director, Gameplan, did not want to comment on any numbers, a source close to him has said, "Dhoni's brand value will rise significantly. His fee will probably increase by 50 per cent."

The source has also confirmed that Dhoni would soon be signing endorsement deals with a mobile phone service provider, a hair product company and an oil company. Dhoni already endorses Reebok, Pepsi, Exide Batteries, Videocon, TVS and Orient Fans.

The 2006 Pakistan tour also determined the fortunes of those players who now find themselves dropped from Team India.

Gautam Gambhir was unable to consolidate his position in the opening slot and his agent Latika Khaneja of Collage Sports confirmed that "this will obviously affect his current brand value".

She said, "I can't possibly go find him endorsements at this stage and neither is Gambhir expecting me to."

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