Topic: Portfolio of Sachin Tendulkar
Branding People, Places and Spaces
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Table of Contents
Introduction..............................................................................................................................3
Short background of Sachin Tendulkar...............................................................................3
Analysis of “Personal Brand” for Sachin Tendulkar.............................................................3
Analysis of Brand partnerships, Alliances and Endorsement of Sachin Tendulkar and
Illustrations of Successes and Challenges as a Brand.......................................................3
Special Association with Indian Audience...........................................................................7
Identification of Target audiences for Sachin Tendulkar...................................................8
Values incorporated in Personal Brand of Sachin Tendulkar............................................8
Proposal for a Brand Partnership between Sachin Tendulkar...............................................9
Conclusion................................................................................................................................9
References...............................................................................................................................11
1
Executive Summary
In the recent business era, brands are opting for celebrity branding as their primary
marketing technique to add value to existing business reach and to enhance the customer
range for the services and products. The present study evaluated the concept of branding in
context to Sachin Tendulkar endorsements and relationships with various brands. After the
evaluation of the celebrity’s personal brands it was deduced that as an inspiration, Sachin has
the power to dominate customer perception that can significantly impact the business revenue
generation and operations. In the further section of the study, it is recommended to COSCO
India Limited and Sachin to enter into an brand partnership to attain mutual benefits
regrading branding.
2
Introduction
In the current business era of globalisation organisations are focusing on developing
and formulating effective marketing techniques in order to lure target audience. Marketing
majorly refers to activities that an organisation commences to promote the selling and buying
of a commodity (Koschate-Fischer, Hoyer and Wolframm, 2019). Some of the activities
included in marketing are advertising, selling and product delivery of the commodities to the
other businesses or consumers. Branding principles and brand procedures are a key part of an
effective campaign design of a brand (Lofgren DG and Potter, 2014). In this regard, the
current portfolio explores application of branding principles regarding Sachin Tendulkar. The
main focus of the study is to critically analyse various principles, models and theories of
branding while creating a celebrity sportsperson. In addition to this, the study will include an
detailed analysis of personal brand of the chosen sportsperson. For the creation of portfolio
the sportsperson chosen is Sachin Tendulkar. The further section of the study will include a
proposal for establishment of a new partnership between Sachin Tendulkar and a new brand.
Short background of Sachin Tendulkar
Sachin Tendulkar is an Indian professional player of cricket and is considered as one
of the best batsmen ever. Tendulkar has various records and is extremely popular on a global
pace because of his strong game presence and outstanding performance (Forbes, 2021). As
an Indian athlete Sachin has managed to grab global attention with his engaging power with
the audience. In addition to this, he is fondly referred as Master Blaster and even God of
Cricket depicting his command over audience from non-cricket and cricket enthusiasts.
Sachin as a brand has changed with time as the player is in industry for more than two
decades now. Sachin managed to break records even as a brand by becoming the first cricket
to struck a deal of Rs 100 crore with Mark Mascarenhas’s in the year 2001 (India Today,
2021) . This deal with the WordTel a leading sports management company marked the
beginning of the brand Sachin (Republic World, 2021).
Analysis of “Personal Brand” for Sachin Tendulkar
Analysis of Brand partnerships, Alliances and Endorsement of Sachin Tendulkar and
Illustrations of Successes and Challenges as a Brand
In the modern business world celebrity branding majorly referred as celebrity
endorsement is a form of marketing strategy or advertising campaign that allows the brand to
use a celebrity’s social status and fame to promote a service, brand or product. This strategy
is often used to raise awareness regarding important issues (Koschate-Fischer, Hoyer and
3
Wolframm, 2019). Branding is stated as the primary activity of the business that promotes
economic and social growth of the company. Marketers utilise the strategy of celebrity
branding as tool to pass positive celebrity image to associate it with the existing brand’s
image (Roy and Mishra, 2018). As celebrities have access to massive number of prospective
and potential customers, for instance with potential reach of millions of customers on social
media celebrities have the power of dominating the market with a single post (Lofgren DG
and Potter, 2014).
Perception
Value
Awareness
Figure: Key factors of Brand Strategy
Source: (Gupta, 2017)
In special context to Sachin Tendulkar it can be noticed in his endorsement choices
and brand partnerships that the sportsman has always managed to capture the attention of
leading companies and brands (Forbes, 2021). In the year 1989, Sachin signed his first ever
commercial advertisement with Johnson & Johnson Band Aid at the age of 16. Followed by
this, Sachin formed an association for Boost in 1990 and has been engaged with the brans for
over twenty five years(Business Today, 2021). The company gained massive boost in the
revenue generation after this commercial was telecasted in India and all over the world
(Gupta, 2017). During the time period after 1992 Sachin became the top batsman for India
team and his popularity increased rapidly (Forbes, 2021). It is inevitable that Cricket got
associated with showbiz in India that transformed crickets into products. As Sachin was
leading the game, he became the first super product of the industry(Economic Times, 2021).
4
It should be noted that the brand getting associated with the sports person are directly
affected by the game and current game phase of the celebrity for instance in the South Africa
Series the game form of Sachin was not up to mark and brands like Reebok did not made the
decision of associating their products with the Captain of Indian Cricket team (Economic
Times, 2021). One of the another aspects of branding that can be seen in the branding
association of Sachin Tendulkar that brands associated their products and its attributes with
the ongoing public criteria of Sachin specially in the Indian market. in the late 1990’s Pepsi
joined the Reebok tune and came to a decision of depicting Dravid as parallel to Sachin in
order to promote their brand (Economic Times, 2021).
As Sachin was known as a player driven by ambition and success, and was even
referred as selfish in terms of his game strategy. On the other hand his, key competitor Rahul
Dravid, another leading man of Cricket was branded as unselfish and grounded person. This
affected the brand association for Sachin with brands like Pepsi Co. In addition to this with
the major problem was raised when the company issues while casting multiple stars in their
commercials and the other players felt uncomfortable shooting with such big star like Sachin
(Business Today, 2021) . Brand Tendulkar faced some issues during 1997 while competing
with other global stars and fellow teammates. But with the World Cup 2011, the brand was
rebuilt and the growth of Social Media enhanced the engagement of Sachin with various
brands and companies. In the year 2020 , Sachin’s brand value was ranked third highest
amongst fellow cricketers (Business Today, 2021).
Figure: Twitter ranking of Sachin Tendulkar 2020
Source: (Statista, 2021)
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Despite the fact that the cricketer retired from the game 7 years ago the payer has
managed to retain his following and popularity amongst the public (The Economic Times,
2021) .
In the recent times, Sachin has associated himself with more mature brands specially
after his retirement. Brand Tendulkar still has the same number of brands as during his career
peak (Forbes, 2021) . Sachin is currently endorsing more than 18 brands even after his
retirement. Sachin was recently signed as the Brand ambassador for Paytm First Games
(Republic World, 2021) . Companies like Live pure and Luminous renewed their previous
deals to still be associated with Tendulkar (The Economic Times, 2021) . Some of the brand
association of Sachin Tendulkar are presented in the table given below:
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Brand Year of association
Johnson & Johnson 1989
Boost 1990 (association of 25 years )
PepsiCo 1992-2009 (Brand Ambassador)
Action Shoes 1995-2000
MRF Tyres 1999-2009
Adidas 2000-2010
TVS 2002-2005
Britannia 2000-2007
ESPN Star Sports Since 2002
Sunfeast 2007-2013
Canon 2006-2009
Airtel 2004-2006
G.M. Pens 2016-2018 (Brand Ambassador)
Fiat Palio 2001-2003
Toshiba Since 2010
Colgate-Palmolive
Philips Brand Ambassador
VISA Brand Ambassador
Castor India Partnership 2011-2012
Apollo Tyres Brand Ambassador in 2018 for 5 years
Coca Cola Brand Ambassador 2011-2013
Jaypee Cement Brand Ambassador in 2009
Musafir 2013-2018
Luminous India Brand Ambassador 2010-2024
UNICEF 2015 (Five year partnership to promote
cricket)
BMW Brand Ambassador
Smartron Partnership in 2017
Audemars Piguet Brand Ambassador
Reliance Communication
ICC World Cup 2015 International Cricket Council (ICC) World
Cup 2015, Brand Ambassador
Rio Olympic 2016 Indian Ambassador 2016
ICC Women World Cup 2017 Brand Ambassador, international Cricket
Council (ICC) Women’s World Cup
Indian Olympic Association goodwill ambassador 2016
Sony Pictures Network Brand Ambassador 2017
National Egg Coordination Committee Spokesperson from 2003 to 2005
Oxigen 2015
G-Hanz 2005 to 2007
Sanyo BPL Brand Ambassador since 2007
Ujala Techno Bright Partnership
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Livpure Brand Ambassador
Power footwear 1989 to 1992
(Sponsor for Sachin’s Bat)
Slazenger 1993 to 1995
(Sponsor for Sachin’s Bat)
Aster Pharmacy 2015
DBS Bank brand ambassador
2016
Paytm
Aviva Life Insurance 2007
Amit Enterprises Brand ambassador in 2011-2014
Kaspersky Internet Security 2014
Royal Bank of Scotland Global Ambassador 2008
Nazara Technologies 2005
Prime Meridian Brand ambassador 2015
IDBI Federal Life Insurance Brand ambassador 2018
Spartan Sports International 2016
Bajaj 1993
Gillette 1994 First endorsement
2020 Joined for Gillette Barber Suraksha
Programme
Mastercard 2010
Pleasure Cruise brand ambassador 2016
Idea Cellular 2009
BMW Brand ambassador 2012- till date
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Special Association with Indian Audience
Tendulkar as a marketing person has a strong presence in global market, however in
context to the Indian market it can be stated that Sachin as a brand has the significant power
to influence customer perception and decision (News, 2021; Statista, 2021). In the year 2012,
Sachin became the first ever Indian brand ambassador for BMW as the brand required a
strong branding name to be associated with their premium collection of German cars in India
(Forbes, 2021). Brands like Aviva Life Insurance and Canon in India associated with Sachin
to reach larger number of audience also because of the idea associated with Brand Tendulkar.
Indian consumers are willing to spend huge amounts to get Limited Edition products such as
Audemars Piguet’s Sachin Limited Edition watch and Sachin Royal Oak watches (The
Economic Times, 2011).
Identification of Target audiences for Sachin Tendulkar
It is evident that the sportsperson has a compelling brand value that has helped him to
capture big endorsements globally (Agarwal, 2015). In the initial years of his branding career
sporting brands, brands from food and beverage industry, gaming industry, fashion industry,
luxury brands, personal care brands and multinational from automobile industry (The
Economic Times, 2021) . In the second innings of his career after getting retired from Cricket
as a brand, Sachin is more involved with mature brands and industries such as banking,
education, real estate and insurance (Republic World, 2021) . Regarding target audience it
can stated that it can be categories on the basis of various factors such as interest, age, gender,
location, income, religion or a myriad of other aspects (India Today, 2021) . The target
audience for Sachin has changed with the time but the significant amount of audiences
associated with Brand Tendulkar remains the same (The Economic Times, 2021) .
Consumers with keen interest and love for Cricket are identified as the target audience for
Sachin. Sports enthusiasts relate with Sachin and are more inclined towards buying products
and services endorsed by him (Roy, 2006) .
Values incorporated in Personal Brand of Sachin Tendulkar
As per various celebrity endorsement theories states that celebrity endorser likeability,
attractiveness, global reach and ability to lure wider customer range are some of the core
reasons modern business organisations are actively opting for it as their primary branding
technique (Miller et al., 2020). One of the important endorsement theories is source
credibility theory. Source creditability theory asserts that individuals are more persuaded by
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credible sources. Credibility of an individual is a multi-dimensional concept that acts as a
means for the customer to rate the information received from the transmitter based on
preconceived idea of objectivity, faith, love and trust (Hani, Marwan and Andre, 2018). The
rating given by the receiver is correlated with the willingness of the receiver towards
attributing the truth, gravity and substance to the material. It should note that being a
celebrity allows a person to enjoy the public attention but they also have to handle public
scrutiny in various aspects. Source credibility theory further states that attractiveness of a
celebrity is majorly based on likeability, familiarity and engagement to the consumer (Hani,
Marwan and Andre, 2018) . The theory further explains that a consumer close a celebrity has
a tendency of imitating him/her based solely on charisma, physical attractiveness and
intelligence, this technique is generally used in commercials and social media advertisements.
In case of Sachin Tendulkar only a small proportion of people were influenced by his
physical attractiveness as he proved out be much more than just being physically attractive.
In such cases activeness exceeds physical dimensions and include traits like athletic prowess,
intellectual skills, lifestyle traits and personality properties (Hani, Marwan and Andre,
2018) .
In special context to the brand Sachin, it can be stated that the sportsperson continues
to rule the endorsement market even after his retirement (The National News, 2021). One of
the key reason behind the strong brand value of Sachin is that his public image has always
been compatible with the nature of products he endorsed (Business Insider, 2021). Tendulkar
recently associated with various endorsement with government and private organisations
during pandemic period. Sachin also played an important role in campaigns like Ogilvy
India’s anti-coronavirus campaign and Mask force campaign in 2020 to support government
to promote the prevention of the virus. In addition to this, Skill India campaign designed by
the Ministry of Skill development and Entrepreneurship 2016, Swachh Bharat Abhiyan 2014,
Kerala anti-drug campaign 2016 and AIDS Awareness Campaign 2205 were some other
causes supported by Sachin as an inspiring and ideal for the public. Sachin’s contribution to
Indian Cricket and association with public has established Tendulkar’s brad value to be
associated with traits like brutal focus, patriotism, devotion, passion, dedication, disciple and
nationalism (Republic World, 2021).
Proposal for a Brand Partnership between Sachin Tendulkar
A brand partnership is defined as a mutual agreement between two parties willing to
help each other in enhancing the market reach, brand exposure and adding value to existing
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services or products (Singh and Banerjee, 2018) . Brand partnership will helps both brand and
Sachin to work in gaining mutual benefits like building trust, reaching larger audience,
adding value and generating buzz from partnership (Chung and Cho, 2017). Sachin is
currently in business partnerships with various companies and digital businesses. It is
recommended that Sachin should enter endorsing for sport goods manufacturing company of
India (Bhattacharya, 2013) . Brand partnership between Sachin Tendulkar and Cosco India
Limited, an Indian sports equipment manufacturer will benefit the brand to establish itself in
the global market while using the reach of Sachin. COSCO India Limited is a leading
lifestyle, sports and fitness brand of India (Cosco, 2021) . In addition to this brand
partnership will also prove out to be beneficial for Sachin as it will re-establish his
involvement in the Sports Industry. COSCO India Limited is currently fighting the
competition from global companies however with the brand association with Sachin the
company will gain the advantage of entering international markets. Sachin has worked with
Adidas which is an international firm in the past, but after getting retired from the game it
would be great for Sachin to support an Indian brand on an international pace. Associating
with an Indian firm like COSCO India Limited will promote the idea of nationalism in the
public and will benefit Sachin in grabbing future opportunities (Cosco, 2021) . In addition to
this, this brand partnership will be a huge opportunity for COSCO India Limited to attain a
high visibility platform while associating with a legend from cricket industry. As a consumer
product organisation, this brand partnership will allow the company to expands its
distribution reach and customer range. The company is not a multinational business however
it will allow Sachin as brand to explore new horizons. This partnership will surely gain
popularity in the Indian market as a legend supporting a medium size manufacturing firm will
surely create a buzz (Um, 2013).
By establishing a brand partnership with Sachin, COSCO India Limited will be able
to address the customer needs and demands from a psychological angle (Agnihotri and
Bhattacharya, 2018). This can be further explained through transfer theory that states that
during a celebrity endorsement meaning gets transmitted from celebrity to the product which
is ten transferred to the consumer (Umeogu, 2012). The attractiveness of celebrity endorser
surely has a positive impact on purchase intentions of customers. This process is further
divided into three stages given in the transfer theory. The first stage includes the reflection of
celebrity’s culture through his career achievement , performance and notoriety. The second
stage includes transmission of celebrity’s culture to product during the endorsement. And
lasty in the final stage product conveys the celebrity message to the customers through
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advertisement (Hani, Marwan and Andre, 2018) . The values , traits and properties of the
celebrity portrayed in the endorsement have direct impact on the purchase decision of the
customers. in social context to the brand partnership between COSCO India Linted and
Sachin Tendulkar it can be noted that idea of Tendulkar promoting an Indian firm will grab
the customer attention towards the products offered by the firm. In addition to this, as Sachin
is recently involved with various government campaigns and programmes to support the
development of Indian firm, this brand parentship will add value to the same initiative (Smart
and Andrews, 2013).
Conclusion
It can be deduced from the above discussion that Sachin Tendulkar as a brand has
significantly helped companies and other institutions in promoting their product and services
to large masses of people. Celebrities like Sachin have the power to influence and dominate
consumer behaviour that can both positively and negatively impact the revenue generation for
a business. In addition to this it can be concluded from the proposed idea of Brand
Partnership between Sachin and Cosco India Limited will surely benefit the brand in
capturing customer attention and in generation of higher revenues. Branding technique of
using celebrity endorsement as a marketing tool is summarised as an effective method that
can help the business and the celebrity in attaining mutual benefits like increased reach of
audience, higher value in society, increased financial growth and acceptance in new markets.
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