Market gurus say advertisements featuring any member of the Australia team wouldn’t go down well now with the Indian consumer for a while.
Market gurus say advertisements featuring any member of the Australia team wouldn’t go down well now with the Indian consumer for a while
MUMBAI: Cricket is spilling over the field; yet again.
The mess which the India-Australia series is finding itself is having repercussions for brands which signed up Australian cricketers as endorsers. If anything the Indians will emerge from this with their heads held high.
As for Aussies it could be a matter of crossing one line too many. Some say that the adverse reaction towards Aussie cricketers could be similar to the outrage in Gujarat against Aamir Khan post his comments on Narmada.
The number of Aussie cricketers supporting Indian brands is not too many but those in the eye of the storm like Ricky Ponting and Michael Clarke do make the list.
Shailendra Singh, joint MD, Percept Holdings, said, “Australian cricket has always had attitude. But now that has become arrogance. They have damaged their own reputation. You don’t want an arrogant team supporting your brand. Indian team will come out the issue with their pride and honour and sponsors would come out and support them.”
Piyush Pandey, executive chairman and national creative director (India and South Asia) and vice chairman, Asia-Pacific, O&M, says, “The issue will worry brands in the short term. Brand ambassadors are signed for the long term. So in the long term it shouldn’t matter much as people will forget. But if you show any of these ads which feature Aussie cricketers tonight, then you do have a problem.”
Brett Lee, who endorses Timex has kept a low profile about the controversy and could be one who could be least affected. Ricky Ponting who supports Castrol, might not be so lucky.
Priti Nair, national creative director, Grey Worldwide says, “The whole country is against them. I would not have any ads running with these cricketers at least for the next three months.”
Ironically the big winners in terms of brand image after losing the Test could be the Indians and especially Harbhajan Singh. One time cricket player, cricket buff and Creative Director-North, Saatchi & Saatchi, Nandu Narasimhan says, “As far as advertising is concerned it’s bad news for Australia.
The whole country is saying call off the tour. But it could be hot news for Harbhajan. He has sort of typified what the new India is all about.”
Former Aussie greats like Steve Waugh and Shane Warne have earlier been associated with brands like AMP Sanmar, MRF and Pepsi. Indian brands go for foreign players as brand ambassadors primarily as they could not afford Indian players with their exorbitant fees.
Brands have also expected a positive rub-off as these players have been part of the ‘world’s best team.’
Funnily enough these cricketers often earn more from India than their own country.
Besides brand endorsements they also earn money through appearances on TV shows and by writing syndicated columns for the Indian newspapers.
The blogosphere too is spewing venom at the Aussie cricketers with one blog commenting on the captain, “I know your team has won everything it could win. Next time, try winning hearts.” That sums up the mood quite aptly.
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