BANGALORE: The `jumbo' is back in action. This time, it's off the field. Wipro Consumer Care and Lighting (WCCL), part of IT major Wipro, has signed up Anil Kumble to promote its flagship brand Santoor. Industry sources say the two-year endorsement deal may be valued at around Rs 2 crore, including brand promotions on TV, print and radio.
With India playing co-hosts to the World Cup, brands are counting on cricketers to get extra mileage. "Santoor is positioned as a young brand and for the first time, we have roped in a cricket star to promote it," said WCCL senior VP Anil Chugh. He said the company had a script woven around cricket that demanded a mature cricketer to be a part of it. "Anil Kumble fits with our brand personality and is best suited for a role of a respected cricketer and mentor for young aspirants. With two mega cricketing properties (World Cup and IPL), it makes sense to bring Kumble on board," he said.
The Rs 750-crore Santoor brand, which has soaps, deodorants, and other skin care products, has roped in the leg spinner to build an association with cricket and women fans. The commercial captures the spirit of a Santoor woman beating a gang of boys in a game of cricket. "The challenge was to use the growing trend of women enjoying cricket while simultaneously communicating what the brand stands for in an entertaining manner," added Chugh. DraftFCB Ulka is handling the creative and the TV commercial will go on air this weekend.
Advertising experts say Kumble's fortunes have grown over the years, but it's still a far cry from what his younger colleagues get. Sources say that newbie Virat Kohli's endorsement fee has shot up from Rs 75 lakh to Rs 1 crore. Ditto with Suresh Raina, who is not a regular in the cricketing circuit.
"Typically, bowlers get a fraction of what batsmen get. Kapil Dev is an all rounder. He still manages to get endorsements. However, Kumble is perceived as a strong brand that can add value to, say, banking and insurance products. He's not a me-too brand to sell anything and everything," said Percept Holdings joint MD Shailendra Singh. Advertising gurus say that the transition in Kumble's career graph to a mentoring role has given him the image of a strategist and innovator. He has previously endorsed brands like Indigo Nation, Manipal Education, ING Vysya and Alliance Group.
Sony India, PepsiCo, Castrol, Reebok, Adidas and others are leveraging on cricketers for brand promotions. Companies have revised upwards the endorsement fees of cricketers by 25-35% in the last year and a half, a consequence of the sporting extravaganzas. "But the caveat here is the team performance. If India is out in the quarter-finals, individual price tags will drop," Kwan Entertainment VP Indranil Blah said.
Arun Pandey, president of Rhiti Sports Management says the industry has seen a 30% jump in endorsement fee. "We were flooded with offers to sign up Dhoni for Rs 9 crore per endorsement. Sony India signed up Dhoni for something close to this last year. It all depends on the cricketer's performance in the last 3-4 years," he said.
TOI
With India playing co-hosts to the World Cup, brands are counting on cricketers to get extra mileage. "Santoor is positioned as a young brand and for the first time, we have roped in a cricket star to promote it," said WCCL senior VP Anil Chugh. He said the company had a script woven around cricket that demanded a mature cricketer to be a part of it. "Anil Kumble fits with our brand personality and is best suited for a role of a respected cricketer and mentor for young aspirants. With two mega cricketing properties (World Cup and IPL), it makes sense to bring Kumble on board," he said.
The Rs 750-crore Santoor brand, which has soaps, deodorants, and other skin care products, has roped in the leg spinner to build an association with cricket and women fans. The commercial captures the spirit of a Santoor woman beating a gang of boys in a game of cricket. "The challenge was to use the growing trend of women enjoying cricket while simultaneously communicating what the brand stands for in an entertaining manner," added Chugh. DraftFCB Ulka is handling the creative and the TV commercial will go on air this weekend.
Advertising experts say Kumble's fortunes have grown over the years, but it's still a far cry from what his younger colleagues get. Sources say that newbie Virat Kohli's endorsement fee has shot up from Rs 75 lakh to Rs 1 crore. Ditto with Suresh Raina, who is not a regular in the cricketing circuit.
"Typically, bowlers get a fraction of what batsmen get. Kapil Dev is an all rounder. He still manages to get endorsements. However, Kumble is perceived as a strong brand that can add value to, say, banking and insurance products. He's not a me-too brand to sell anything and everything," said Percept Holdings joint MD Shailendra Singh. Advertising gurus say that the transition in Kumble's career graph to a mentoring role has given him the image of a strategist and innovator. He has previously endorsed brands like Indigo Nation, Manipal Education, ING Vysya and Alliance Group.
Sony India, PepsiCo, Castrol, Reebok, Adidas and others are leveraging on cricketers for brand promotions. Companies have revised upwards the endorsement fees of cricketers by 25-35% in the last year and a half, a consequence of the sporting extravaganzas. "But the caveat here is the team performance. If India is out in the quarter-finals, individual price tags will drop," Kwan Entertainment VP Indranil Blah said.
Arun Pandey, president of Rhiti Sports Management says the industry has seen a 30% jump in endorsement fee. "We were flooded with offers to sign up Dhoni for Rs 9 crore per endorsement. Sony India signed up Dhoni for something close to this last year. It all depends on the cricketer's performance in the last 3-4 years," he said.
TOI
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