Cricket sells and we all know that. And just like Team India, the star of cricket still remains a certain man called Sachin Tendulkar.
A few failures in the game may look awkward on the record books, but that's not what brands are about. Brands are about ownership of mindspace, and on that count, Brand Sachin is going strong.
The marketing professionals should know. Sachin Tendulkar has just landed two bumper deals, worth roughly Rs 5 crore (Rs 50 million) each, with Canon and ITC's Sunfeast, and that's evidence enough of his appeal on television.
The Canon deal especially is unique. After Russian tennis star Maria Sharapova, he is the only sportsperson to endorse Canon.
And ITC has launched a new line of biscuits crafted with Sachin in mind. Says Ravi Naware, divisional chief executive, ITC, foods division, "Sachin is more than an icon -- his image projects an aura of a committed and enduring sportsperson."
Says Sagar Mahabaleshwar, group creative head, O&M, "Whatever the media might say, that 'brand Sachin is falling and has been affected,' the fact is that it is still the biggest in the country after a certain Mr Bachchan."
Even though Airtel might have not renewed his contract (worth an annual Rs 4 crore -- Rs 40 million -- last reported), these two deals certainly indicate that he is as powerful as ever. When he appears, people watch. "Sachin's appeal transcends across all sections and demographics of society, specially children," adds Naware.
Tendulkar, handled by Iconix (since early this year), charges about Rs 5-6 crore (Rs 50-60 million) per endorsement deal, per annum, compared to Rs 2 crore (Rs 20 million) or so charged by Dravid, Sehwag and others.
Says Santosh Desai, president, McCann Erickson, "The Canon deal shows that he still reigns supreme as far as sportspersons are concerned."
Moreover, add industry insiders, his appeal is not dependent on good or bad hair days, as with a certain Dhoni. Rather, Tendulkar is seen as a man of long-play dedication.
"Endulkar?" Certainly not. Brands are best crafted in the prime of their performance years. But well crafted brands endure.
