India gained seven medals at the simply concluded Tokyo summer season Olympics. The country received its first-ever track and area Gold in the Javelin throw, whilst Neeraj Chopra, the gold medal winner, landed back home, the police needed to escort him out of the airport to a personal van. Thousands at the airport desired a moment with him. A selfie, an autograph, simply one moment.
Now, various manufacturers too are lobbying around Chopra and other Olympic winners to experience the wave, or what’s referred to as ‘moment advertising and marketing. The query is, how lengthy will the instant last?
celebrity endorsements in India begin and end with Bollywood and cricket respectively. The country never had a Michel Jackson-type popstar (Pepsi inked a $five million address him after his iconic ‘thriller’ album in 1983). So, from ‘Dil Maange extra’ (Pepsi) to ‘flavour the Thunder’ (Thums Up), it has all been both cricket or cinema. on occasion, Sania Mirza, tennis superstar and multiple Grand Slam winner, or chess grandmaster Viswanathan Anand bagged an odd deal. Mirza, in truth, changed into the first one to break through the cricket and cinema clutter. whilst she was at her height, she charged Rs seventy-five lakh a day.
In 2016, after the Rio Olympics, some other brand ambassadors emerged. Ace shuttler PV Sindhu grabbed a Silver medal, enhancing on Saina Nehwal’s Bronze medal 4 years in advance (2012 London Olympics). back-to-back medals made the famous racket game aspirational.
Then, the brands accompanied. Baseline Ventures, which has been dealing with Sindhu’s profession ever since she was 17, began securing lengthy-term deals with more than one brand. In 2019, Sindhu rose to No. 5 in the annual Forbes listing of highest-incomes women in athletes. The magazine pegged her profits at around $5.5 million.
“we’ve controlled to break the glass ceiling. it’s far all due to her (Sindhu’s) constant performances,” says Tuhin Mishra, MD and co-founder of Baseline Ventures. Sindhu presently endorses Bridgestone, Visa, Bank of Baroda, Pooja developers, Li-Ning, Stayfree, PNB MetLife, ShareChat, Vizag steel, and Google. Mishra and his team at Baseline are at a sophisticated negotiation level with some extra brands which have expressed interest in Sindhu.
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