Friday, August 22, 2008

Brand Ambassadors beyond Cricket and Bollywood??


In India it seems only two things have mass appeal, cricket and bollywood. The sort of
mass appeal which makes it useful for marketers to promote their brands.

And at a time when we are celebrating the three medal haul in the Beijing Olympics, it is time to rethink whether there is any chance for any other sports person to get any substantial endorsements. Today there is a lot of hype on the amount of endorsements which Ahinav Bindra might be able to garner. It is being said that he might be able to get upto Rs 2 Crore in endorsements.

But what does history tell us about these sort of things. The last Olympic Silver Medalist Rajyavardhan Singh Rathore found it difficult to get any substantial endorsements can recall his appearance in Indian Army ads, which he must have done anyway, he himself being an army guy. Two other examples are Vishwanthan Anand endorsing AMD, and Sania Mirza in a few ads.

Why is that is corporate India not willing to experiment with new sports persons? It should help them to break the clutter in the endorsements world where one celebrity endorses many brands…

But then we also need to understand the psyche of a typical Indian consumer, who has been feed only a regular diet of cricket and almost no other sport …..

But the question is will Abhinav Bindra be getting endorsements till the next Olympics??

Links on Ahinav Bindra’s endorsements, link1, Link2

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