Sachin Tendulkar's brand-new Image........
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In the past more than two decades he let his bat do all the talking. Today, as the world speculates the retirement of perhaps cricket's greatest batsman, Sachin Tendulkar is presenting a new image of himself that's built outside cricket field.
Call it after-cricket brand Sachin: he has agreed to become a Parliamentarian and is reportedly playing a cameo in Bollywood flick Ferrari Ki Sawari.
So will brand Sachin outlive cricketer Sachin? Experts say it will, although the new roles bring new responsibilities and challenges.
"He is a highly desired role model for brands-a non-controversial achiever and that image will go beyond his playing years," says ad filmmaker Prahlad Kakkar, who has worked with the cricketer on several advertisements.
Sachin Tendulkar, who came into the Indian team as a 16-year-old prodigy in 1989 just before India started the reforms process in 1991, has broken almost every batting record over the past 23 years in a controversy-free career marked by impeccable record on and off the field. And he has been part of many successful campaigns for several national and multinational brands.
Now, he is 39 and there is not much left for him to achieve in a cricket field after having won the World Cup last year and scored his hundredth international century this year. While he is not yet talking about retirement, everybody else is. And his recent moves, particularly that of becoming a Rajya Sabha member, are seen as his retirement plans.
"I believe there is a new brand that Sachin sees for himself after 40, but I don't see Sachin the cricketer in his new brand," says Madhukar Kamath, group CEO and managing director at Mudra Group.
EXPANDING BOUNDARIES
While Sachin's Rajya Sabha nomination might have political undertones with the Congress allegedly trying to capitalise on his brand equity and diffusing the Bharat Ratna issue, the cricketer is clearly exploring his personal boundaries. This is true even with the movie role that he has reportedly accepted.
Historian Ramachandra Guha says that the change is more about Sachin's public figure than an advertiser's brand. "Advertisers will eventually find younger icons, but he will have to find a new role as a public figure," Guha says.
He feels that Sachin must attend Parliament as regularly as possible despite his busy schedule. "He must learn and use this platform to talk about issues," says Guha.
Call it after-cricket brand Sachin: he has agreed to become a Parliamentarian and is reportedly playing a cameo in Bollywood flick Ferrari Ki Sawari.
So will brand Sachin outlive cricketer Sachin? Experts say it will, although the new roles bring new responsibilities and challenges.
"He is a highly desired role model for brands-a non-controversial achiever and that image will go beyond his playing years," says ad filmmaker Prahlad Kakkar, who has worked with the cricketer on several advertisements.
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| Sachin Tendulkar's new brand image |
Now, he is 39 and there is not much left for him to achieve in a cricket field after having won the World Cup last year and scored his hundredth international century this year. While he is not yet talking about retirement, everybody else is. And his recent moves, particularly that of becoming a Rajya Sabha member, are seen as his retirement plans.
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| Sachin's new brand image - during practice session |
EXPANDING BOUNDARIES
While Sachin's Rajya Sabha nomination might have political undertones with the Congress allegedly trying to capitalise on his brand equity and diffusing the Bharat Ratna issue, the cricketer is clearly exploring his personal boundaries. This is true even with the movie role that he has reportedly accepted.
Historian Ramachandra Guha says that the change is more about Sachin's public figure than an advertiser's brand. "Advertisers will eventually find younger icons, but he will have to find a new role as a public figure," Guha says.
He feels that Sachin must attend Parliament as regularly as possible despite his busy schedule. "He must learn and use this platform to talk about issues," says Guha.
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