Tendulkar has always been selective about his endorsements. More than an international cricket Icon, Sachin always has been the best ever salesman for companies! No new endorsement after century of centuries! But Brand sachin is still ALIVE not on Wa

Tendulkar has always been selective about his endorsements. More than an international cricket Icon, Sachin always has been the best ever salesman for companies!  No new endorsement after century of centuries! But Brand sachin is still ALIVE not on Wane thanks to IPL!

Indian Holocaust My Father`s Life and Time - Eight HUNDRED Twenty THREE

Palash Biswas

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Emerging Market would not allow Sachin Tendulkar to retire. It would mean draw back to marketing strategy. The demand to decorate Tendulkar with Bharat Ratn is also part of the strategy to invoke Patriotism which means Business not patriotism at all.The prolonged wait for Century of Centuries and the Marketing Blitz is the best evidence.Sachin Tendulkar has achieved the magical 100 centuries figure and that is no mean achievement by any standards. Everyone is celebrating it in any way that they can. Infact one prominent cola brand that the Master Blaster endorses plans to make special cola cans featuring him as a tribute to the batting great for doing not only Indian cricket but the game on the whole such a lot of proud. It is the Cultural Gimmick which pays more!he upcoming session of the Indian Premier League (IPL), India's glamour-packed cricket tournament, will see a sartorial anomaly come to life — cheerleaders wrapped in saris.



Bollywood star Shah Rukh Khan's IPL team, the Kolkata Knight Riders, has decided to cover their cheerleaders in one of the most traditional Indian outfits — a marked departure from their 2008 wardrobe when a lot of skin, from midriff to thighs, was on display.

All these sari-clad cheerleaders would be "local hires" and will dance to classical Bengali music in between boundaries and fall of wickets. The team management is of the opinion this will help connect with Bengali cricket fans and improve ticket sales

Tendulkar has always been selective about his endorsements. More than an international cricket Icon, Sachin always has been the best ever salesman for companies! No new endorsement after century of centuries! But Brand sachin is still ALIVE not on Wane thanks to IPL!All the 17 endorsement contracts in Tendulkar's kitty run until then, according to his managers, World Sport Group (India) Pvt Ltd. Tendulkar remains among the highest-earning sportsmen in the country, second only to India captain MS Dhoni. But at least for now, there is no prospect of brands prolonging his career beyond 2014The only marketing event commemorating his achievement has come from beverages major Coca-Cola, which announced a rollout of 7.2 lakh cans featuring the cricketer. Sportswear major Adidas is preparing to launch a new marketing campaign featuring him in the first week of April. But both are existing sponsors of Tendulkar.

Sachin Tendulkar is a full-fledged industry - with many careers and various professionals and hundreds of families dependent on him for their livelihood. If he retires tomorrow, thousands would have handed in their meal tickets.It is not Tendulkar-like to say aggressively, "When I retire is something I will decide because when I started, it was not decided by someone else." We shall pass lightly over the obvious flaw in that argument - it wasn't Tendulkar, but the selectors who decided when he would play for India - and try to understand its spirit. Leave me alone, says Tendulkar, which is a legitimate request; but thanks to the presence of his handlers, the subtext seems to be: Leave us alone while we make as much out of Tendulkar before he finally calls it a day.He has already played for over 22 years and one would find it very hard to spot a change in the attitude of the legend. He has been playing with the same vigor and dedication throughout his life and his magnanimous character by and large exemplifies simplicity. He has shouldered the responsibility of Indian cricket and has been entertaining everyone for more than two decades now. But still the hunger to excel and improve does not die and the pride that he takes from representing the country was quite evident from the way he reacted after reaching his century of centuries. He just looked up to the heavens and then pointed towards the Indian Crest on his helmet, a gesture which clearly indicates that nothing matters to him more than the nation.


The coming weeks will see a slew of advertisements, marketing gimmicks and limited edition products by at least half-a-dozen of the 17 brands he endorses, all eager to leverage his record hundred.Coke cans are going to be golden in colour instead of the iconic red with Tendulkar's face emblazoned in each one of them. Coca Cola had kept them ready since last June, waiting patiently for Tendulkar to finish his quixotic journey. Adidas did something similar and will finally market their merchandise that had been co-designed by Sachin himself.While the marketing frenzy following the 100th 100 doesn't necessarily mean that Sachin's brand valuation will go up, those aligned with him will feel a lot better with the record achieved, especially after a lean 2011.It is not only the fans who are rejoicing over Sachin Tendulkar's 100th international century but brands endorsed by the master blaster are also celebrating the much-awaited milestone and will roll out new marketing campaigns and activations around it.

Bollywood star Shah Rukh Khan's Kolkata Knight Riders will look to improve their last year's performance - fourth place finish - when they start their campaign against Delhi Daredevils at the Eden Gardens. ndian Premier League (IPL) has been spreading the fever of T-20 cricket since 2008. This time it plans to become more enthralling and promising as a report published in The Economics Times says that, Times Internet (TIL), the internet and mobile venture of Times Group, is collaborating with All India Radio ( AIR) for broadcasting commentary of all Indian Premier League (IPL) matches.

This is not the first time an IPL team has shunned short skirts and pompoms for a more conservative costume. Last year, the newest addition to the IPL franchise — Pune Warriors — had classical dancers, called 'cheer queens' in ethnic clothes. The owners had said these 'cheer queens' would showcase India's rich and diverse culture on an international platform.

But could it be that this change in attire has less to do with a new-found respect for Indian culture, and more with economics? Since the 1920s, some analysts have believed that during times of economic hardships, hemlines drop dramatically. The theory, known as the hemline index, has been put to test recently. In recession-hit 2008, full-length dresses had been in vogue. In 2010, as stock prices rose, mini-skirts made a comeback.

When the IPL burst on the scene in 2008, it was all about big salaries and high TV ratings. The heady cocktail of high-profile team owners, swashbuckling players, scantily dressed foreign cheerleaders and after-match parties had the nation hooked. For a while, that is. Over the last four years, the league's image has been tarnished by a series of scandals, TV ratings have dropped and team owners are still figuring out how to make the most of their investments.

So, is this switch to the sari a coincidence or does it reflect troubled times in what was called India's biggest sporting extravaganza? Will shorts and cartwheels make a comeback if the franchise's fortunes improve, or will the nine-yard fabric triumph?

Times Internet Limited (TIL), which won the IPL's global internet, mobile and radio rights in 2011 for a four-year period, saw a record 72 million users logging on to the websiteipl.indiatimes.com , up from 54 million that logged on in Season Three. The figures indicate a 79% rise in viewership of the site in just a year's time. Incidentally, TIL won the rights just 10 days before the start of IPL 4 last year.

The portal also enables viewers to enjoy interactive scorecards, high-definition streaming of IPL matches, DVR features (to rewind during a match), Video-on-Demand facility and new features like the 'Battleground' and 'Cheerleader Corner' section.

A TIL-led consortium paid Rs 261.6 crore last year to acquire IPL's global internet, mobile and radio rights, as well as television rights in some territories for four years. TIL also partnered with Google last year to stream IPL matches on Indiatimes and Youtube.

IPL Schedule 2012

Gautam Gambhir-led side will meet his Team India opening partner Virender Sehwag's Delhi team on April 5 in Kolkata.

According to the IPL 2012 schedule, the fifth edition of lucrative Indian Premier League will start with the opening ceremony at the MA Chidambaram stadium on April 3, a day before the opening game.

Whereas, IPL 5 match action will kick-start with mouth-watering clash between defending champions Chennai Super Kings and Mumbai Indians at the former's den on April 4, 2012.

IPL match schedule has returned to its inaugural format, which saw teams playing each other on home and away basis.

The nine teams in the fray will play 16 league matches each (eight matches at home and eight away) as per the new IPL schedule. The total tally of games in the IPL 2012 has increased to 76 from 74 in last year.

The playoff stage of the latest IPL schedule will begin on May 22 and conclude with the final match on May 27.

The playoff stage will have three matches before the final. The first two teams in the points table will lock horns in the first Qualifier on May 22 while the third and fourth placed teams will clash in the Eliminator on May 23.

The second Qualifier will be played between the winner of Eliminator and the loser of the first Qualifier on May 25.

In accordance to the new IPL rules, teams participating in IPL 2012 can have up to 33 players per squad from the existing number of 30. Now the IPL team can also have 11 foreign players in their squad instead of 10 in the IPL 2011 edition.

Tendulkar currently endorses 17 brands, including Adidas, Coca Cola, Boost, ITC, Reynolds, Aviva and Canon.To celebrate Tendulkar's unique record, Coca-Cola has for the first time in India put a celebrity on its cans and has already released nine cans chronicling his best centuries.The beverage maker will roll limited edition of the 10th can (golden colour) in the series in within a week.

The 16th of March was a day filled with tremendous possibilities. India's Finance Minister was presenting his Budget to a fairly sceptical country which had witnessed the petty drama surrounding a good Railway budget just then, and Sachin Tendulkar was having another go at his elusive hundredth century as he had done on quite a few heartbreaking occasions last year. The Finance Minister delivered a damp squib even as he quoted Shakespeare. Sachin Tendulkar reached his milestone late that afternoon several hours after the Budget presentation and India collectively released its breath.Encomiums poured in. Greg Chappell, who knows a thing or two about batting (if not about coaching), called him the Picasso of batsmen. In fact, while comparisons will always be made with the incomparable Don Bradman, it must be remembered that the Don himself rated the then young Tendulkar extremely high. But there is more to Tendulkar than being the greatest batsman the world has seen. He is India's answer to an iconic brand. After the plaint of Indian experts that no Indian brand has reached the iconic status that global brands such as Apple and Harley Davidson have done over the years we have Sachin Tendulkar to cherish and admire.

Skipper Sachin Tendulkar on Saturday formally joined Mumbai Indians' conditioning camp for the upcoming Indian Premier League campaign at their home ground, Wankhede stadium.

The batsman was busy playing for the country in Australia and then in the Asia Cup in Bangladesh when the camp began and, after India's early exit from the Dhaka four-nation tournament, went to London on a brief visit for medical consultation about his injured toe.

Tendulkar, who achieved the unprecedented landmark of scoring 100 international hundreds, during the Asia Cup, will be spearheading MI's bid to clinch the crown for the first time in the cash-rich T20 event, commencing on April 4.

MI's campaign opener is scheduled against last year's winners Chennai Super Kings, to be led by India captain Mahendra Singh Dhoni, at the MA Chidambaram Stadium in Chennai.

The preparatory camp is set to conclude on Saturday. The MI squad and the support staff - including mentor cum bowling coach Shaun Pollock, advisor cum fielding coach Jonty Rhodes, head coach Robin Singh, assistant coach Paras Mhambrey and spin bowling coach Maninder Singh - are set to leave for Chennai on Sunday.

Tendulkar looked in no apparent difficulty while batting at nets for half an hour with different bats against the likes of Munaf Patel and RP Singh.

Later, the MI players were split into two teams to play a game, and the senior batsman also batted in the practice match held under lights.

"Sachin is a part of the Coca-Cola family, and our entire system joins the country in the revelry and celebrations, by releasing the special edition Coca-Cola 'happiness' cans - our tribute to the master," Coca-Cola India and South West Asia President and CEO Atul Singh said told PTI.

Even sportswear major Adidas is preparing to launch a new marketing campaign featuring Tendulkar in the first week of April.

"Adidas has had a relationship with Sachin for the last 15 years and we celebrate every ball he plays. We are launching a much larger campaign -- Adidas Is All In -- where he plays the protagonist," Adidas Brand Director Tushar Goculdas said.

With the launch of the new campaign in India, Adidas will be bringing its new global positioning in the country, he added.

Tendulkar's brand endorsement manager World Sports Group, however, said the milestone will not necessarily result in his fees going upwards.

"This will not have any impact on his valuation," WSG Country Head and Senior Vice President Harish Krishnamachar said, however, adding a few clients had made plans to roll out campaign and activations on the record.

Tendulkar today completed his much awaited 100th international century at Dhaka's Shere Bangla National Stadium against Bangladesh in the ongoing Asia Cup.

Congratulating the Master blaster on his record Mahindra & Mahindra Vice-Chairman and MD Anand Mahindra tweeted: "Sachin proved the Budget that mattered was his budgeted score...Bravo, to an authentic legend."

In another tweet liquor baron Vijay Mallya said: "Congrats Sachin on 100 International centuries. A glorious World Record never to be beaten."

Biocon India CMD Kiran Mazumdar Shaw also tweeted: "Phew! I am so glad that Sachin got his record of records! Great news amidst the disappointing Budget announcements! My congrats to this great hero of our times."


"We have always felt that his value has been indexed to his legendary stature and while 100th hundred reinforces it I do not think it impacts current valuation. He's a little beyond the game today," said Harish Krishnamachar, vice president of World Sports Group South Asia, the firm representing Tendulkar.

The clamour for his retirement from at least one form of the game will not in any way impact the brand value of Sachin Tendulkar, asserts sports marketing company World Sports Group (WSG) which manages the batting maestro's endorsement deals.

"We work with a player with realistic expectation. He (Tendulkar) is a little beyond the game today. Yes, there is an immediacy and specific set of discussion happening in the public space.

"From commercial point of view, most of the associations he has, are long running - at least of a decade," WSG country head and senior vice-president Harish Krishnamachar said at a media conference on Monday to announce the company's association with upcoming batsman Cheteshwar Pujara.

"That immediacy in terms of value, we tend to draw from the media but it doesn't happen in reality. In general, marketers view this as a long-term investment and they don't look at it as a short term," he added.

Krishnamachar said WSG, which also handles the account of Indian opener Gautam Gambhir, had taken into consideration the uncertainty on how long the career of Tendulkar would extend when it had signed him in 2006-07.

"Nobody knew how long he would play. We did not know that whether he would play for the next six years, so we had factored that as well as how we could look at brand Tendulkar and keep it logically alive (post-retirement)."

Notwithstanding the failures of Tendulkar and Gambhir in Australia, their commercial interests were doing well, the WSG official said.

Hamilton Bland, the owner of Autographs of the World, an England-based firm specialising in sports memorabilia, travelled to Hyderabad last year to meet with Sachin Tendulkar's advisors just days after the Little Master racked up his 99th international ton. Bland eventually managed to secure a 100 of his bats, 500 of his India shirts and hundreds of his helmets, gloves and cricket balls.

The complete collection that may not have been worth more than a few lakhs before the hundredth hundred, now boasts of a resale value of Rs 30 crore, according to Bland.

Each bat signed by Tendulkar in that limited edition collection is worth Rs 2.8 lakh, each jersey valued at Rs 1.6 lakh and a whole showcase presentation, which includes a personally signed print, shirt, bat, ball, gloves, helmet and pads, all identical to ones he wore when he scored his 100th century, is up for grabs for a cool Rs 1.2 crore.

The mood was set early on Sunday morning when a popular Hindi news channel ran a headline, 'Kya bolenge Sachin' in one of their bulletins. Times of India reported thus.
Speculation had been rife since Friday, when the company that manages him, World Sports Group, had sent an invite for a press conference to "celebrate his 100 international centuries", that Sachin Tendulkar would make some sensational announcement on retirement, from ODIs probably. Sadly, for all Tendulkar's critics, who had probably kept their retirement tributes ready, there was no such announcement in probably his longest-ever media interaction which went on for more than an hour.

In fact, Tendulkar, who would turn 39 on April 24, said the decision to retire from cricket will be his alone. "I feel that when I retire is something that I would decide, because when I started it was not decided by someone else. Those who are advising me about retirement did not bring me in the team. I get my strength from my coaches and family," he said, lashing out at some legendary former cricketers, who had wanted Tendulkar to follow in the footsteps of Rahul Dravid, who announced his retirement on March 8.

However, one wonders what the maestro meant by this as it were the selectors who brought him into the Indian team in 1989 and they have the power to drop him, or other player.

"A lot of people have lot of opinions, but all of them needn't be correct. I also feel that sometimes all that such people have is opinions and nothing else," he thundered, as the media kept pestering him on the 'R' word.

In the prolonged session, Tendulkar spoke on many issues and recalled several interesting anecdotes from his glorious career and early life, some of which were spoken about for the first time.

When the Chappell-Ganguly war broke out in Zimbabwe in 2005, Tendulkar had stated that such things shouldn't come out in the open and the sanctity of the dressing room should be maintained. His opinions haven't changed after nearly eight years.

There was tension in the dressing room during the CB Series as senior pro Virender Sehwag and skipper MS Dhoni didn't see eye to eye over the controversial rotational policy involving senior players. "I think every individual thinks differently. 10 people will have 10 different opinions. I think team discussions should be within the team," Tendulkar said.

He, interestingly, added, "I did not follow that press conference (by Dhoni and Sehwag). I don't keep in touch with that. I need to know what the intentions were because I wouldn't want to make loose statements. You have to ask the people who made those comments, what their intentions were."

Tendulkar also disagreed with the sentiment that a sportsman should quit when he is at the peak of his powers. "I feel those who say you should retire at the top are selfish because when you are at the top you should serve the country instead of retiring."

Stating that he is still "madly in love" with cricket, Tendulkar was non-committal about his desire to play on in the ODIs and play in the 2015 World Cup in Australia and New Zealand where India will enter the tournament as defending champions.

"When this question was asked in 2007 (about him playing the 2011 edition), it was tough for me to answer. It's the same situation today; I don't know what to say about 2015. I will keep trying, the rest is in God's hands. I just want to enjoy the game. I don't want to set targets."

About his 100th international hundred, which took a while in coming, he said, "Sometimes, things happen in your life which you can't explain. You look at solutions and put question marks and ask why is this happening, but you just don't find answers. Eventually, you look at the scenarios when you haven't batted well and still ended up scoring big runs. What could be the reason? Luck."

Tendulkar paid obeisance at the Siddhivinayak temple, a day after he returned home from Dhaka. Was it thanksgiving or whether it was to say sorry? After all, he claims he had questioned the Almighty over his struggle. "When I got my hundred, I looked at my bat and looked upwards toward God and asked, 'It's been a tough time for me. Why did it take so long? Where did I lack in commitment?'"

He said that he pays a deaf ear to people expressing themselves in the media and all kinds of negativity.

Tendulkar also revealed that it was India's first foreign coach, John Wright who motivated him to get to the impossible figure of 100 international centuries.

"I remember a long time ago, during the 2003 World Cup (in South Africa), John Wright had told me 'you should become the first player to score 100 international hundreds.'

An elder statesman in the team today, Tendulkar feels the aggression that the younger players show after reaching milestones isn't needed.

"I have not been much vocal, but the aggression need not always be vocal. It can come from within. If you look into the bowler's eye, he will know whether you are aggressive enough or not. Sometimes, it can be your body language, maybe in the way you just leave the ball. And then the way you respond to the bowler, the eye-to-eye contact, that conveys a lot of things."