New Delhi: Most celebrities mellow and fade with age but Indian cricketers never seem to be falling out of favour with corporates, who have bet anything between Rs250 and Rs300 crore on old warhorses Sachin Tendulkar, Rahul Dravid and Sourav Ganguly, for their advertising campaigns.
Though the trio may not make it to the next World Cup, especially after throwing away their chances in the current edition, ad makers feel that their faltering performance would not hurt long term endorsements.
“It will be a very immediate reaction to say a brand like Tendulkar has eroded. If a brand like him was event specific and if one bad performance was to erode his value, then the entire concept of celebrity endorsements will be falicious,” Canon India Vice-President Alok Bharadwaj told PTI.
As such, advertisers have little choice on whom to pick for brand endorsements. If one takes away the cricketers, the number of sportsmen in Indian advertising are few and far between, which leaves only movie stars in the horizon.
Earlier this year, Canon had signed a three-year contract with Tendulkar, who is reported to command an estimated Rs6 to Rs7 crore annual fee per endorsement and has about a dozen such contracts with various brands.
“We’ve shared a healthy relationship with him (Tendulkar) and see ourselves continuing to do so in future,” PepsiCo India Executive Vice President (Marketing) Vipul Prakash said.
Asked if under the present circumstances, where Tendulkar has come under lot of criticism for non-performance, the company would renew his contract if it were to expire now, he said: “Pepsi will not make decisions toward its associations that are based on winning or losing of a match or series.”