Brand Sachin Still Going Strong

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.

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?