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SACHINISM INSIDE OUT- E MAGAZINE - AUGUST EDITION
BRAND SACHIN STILL GOING STRONG
August 15,
2009
Is Boost the real secret behind Sachin Tendulkar’s energy? Or is it the other way
round? The SundayET-Synovate Individual-as-a-brand survey hints that the latter might
just be true. But that’s only the tip of the iceberg — global warming notwithstanding!
In a quest to zero in on individuals with the
biggest borrowed equity (value of an
endorser) today, the survey got in touch
with 400 respondents belonging to SEC A
households from Delhi, Mumbai, Bangalore,
Chennai, Kolkata and Hyderabad.
They were asked various questions ranging from whether a purchase decision is influenced
by the celebrity endorsing a brand to whether brand endorsements should be linked to
performance in profession. The answers, to say the least, are eye openers, especially in a
scenario where breaking through the clutter has become a challenge for companies.
For instance, when asked whether a celebrity brand endorser influences a purchase
decision, most respondents answered in the affirmative. And interestingly, 85% of the
respondents in Delhi think that celebrity endorsers work.
.
Among sportspersons a majority of those polled choose Sachin
Tendulkar — 75% in Kolkata, which is not shocking considering
the city’s craze for cricket; and 68% in Delhi and Mumbai.
Likewise, Indian cricket captain MMS Dhoni who is also the
skipper of Chennai Super Kings and has a huge fan following in
Chennai, according to the survey, came second. Yuvraj Singh
also makes an entry here at the third position, which might just
put automobile company Fiat at ease since they have just chosen
him as the brand ambassador for its new hatchback, the Punto.
Do You Know ? Opus, the London-based company will shortly release
a book revealing Sachin Tendulkar's thoughts on his achievements.
But overall cricketers were
preferred over other sportspersons
such as Saina Nehwal, Abhinav
Bindra and Jeev Milkha Singh. The
lone contender though is Sania
Mirza who came fourth as
respondents thought that she adds
value to the brand she endorses.
But all is not lost for sportsmen
from other fields. In the survey, a
lot of respondents felt that
sportsmen who are not cricketers
but achievers from other sports
such as shooting, boxing, golf and
hockey, and have bagged important
medals for the country, make for
good brand ambassadors. And they
have Chennai backing them. 100%
of the respondents from Chennai
felt that these sportspersons should
be encouraged to become brand
endorsers.
And Chennai again steps in with
strong views when it comes to
remuneration of endorsers. When
asked whether astronomical
endorsement remuneration for
cricketers and Bollywood stars are
justified 95% of respondents from
Chennai answered in the negative.
Overall too, 52% of respondents
felt that celebrity brand endorsers
should not be paid exorbitant
amounts. The only anomaly was
shown by Delhi where 62%
respondents felt that the amounts
are justified.
When asked to name the top three
individuals as brands from any field
respondents mostly chose cricket
and Bollywood. Sachin Tendulkar,
MS Dhoni, Shahrukh Khan and
Amitabh Bachchan were a few of
the names that came up
instinctively. But surprisingly,
respondents also thought that social
activists too make for good brand
endorsers. Unfortunately, business
leaders and politicians figured last
in the list. .
But last and definitely not the least,
respondents came up with the top
brands endorsed by celebrities —
Boost, Lux, Airtel, Nokia and MRF.
And the secret behind Boost’s
energy is now well known, isn’t it?
Peter Rebouck(Aussie Journalist)- On a train from Shimla to Delhi, there was a halt in one of the stations. The train
stopped by for few minutes as usual. Sachin was nearing century, batting on 98. The passengers, railway officials,
everyone on the train waited for Sachin to complete the century. This Genius can stop time in India!
SACHINISM : More Than A Religion
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