Rama Krishna Sangem
Somewhat dull performance by Indian athletes at Paris Olympics hasn’t dimmed their brand value. As curtains are drawn on India’s campaign, they are now returning home with six medals, one short of their best haul in Tokyo. Nevertheless, brands are willing to loosen their purse strings on India’s Olympians.
Neeraj Chopra, India’s most affable athlete with an angelic smile, failed to defend his javelin gold three years ago, to settle for silver. Paris also witnessed the sensational redemption story of Manu Bhaker. The 22-year-old shooter would become the first Indian shooter to clinch a historic double-medal in Paris.
A series of heart-breaking fourth-place finishes saw India’s ace shuttler Lakshya Sen and 10m air rifle shooter Arjun Babuta missing the podium by the finest of margins. “The Paris Olympics has once again blessed the Indian sports marketing landscape with fresh faces and promises,” says Varun Chopra, director, sports management firm Medallin Sports. “Expect at least one biopic,” he adds.
Winning medal alone is not important
New Delhi-based brand strategist Shagun Gupta believes that finishing on the podium alone does not enhance an athlete’s brand equity. Citing the example of PV Sindhu, who went down in straight games to China’s He Bing Jiao in the pre-quarters, she said: “Sindhu’s ability to come out of injuries and rise like a phoenix will keep her relevant with the brands. Their brand value now extends beyond just their victories — it’s significantly shaped by the stories they have to tell.
Like Sindhu, Sen is also a case in point.
“It depends on the player. The way Sen triumphed against World number 3 Jonatan Christie, he made himself the centre of attraction,” Vishal Jaison, co-founder, Baseline Ventures, says. “All fresh faces including, Sreeja Akula and Arjun Babuta will have brands lined up,” he elaborates.
Moments after arriving in Paris earlier this month, Chopra left a motivational message on the wall of the India House, which read: Samay aa gaya hai (The time has come). The line would later become part of India’s official campaign in Paris.
“Neeraj’s ability to confront challenges head-on, including injuries, and still perform at the highest level, resonates with the everyday struggles and triumphs of our customers,” says S Abbas Akhtar, executive director (PR & Brand), Bharat Petroleum Corporation Ltd (BPCL), which has Chopra as the brand ambassador.
PSUs are there
BPCL was also a sponsor of the Indian Olympic Association (IOA). “Upon Neeraj’s return, we are planning a series of activities designed to further leverage his influence,” Akhtar elaborates. Hockey team goalkeeper PR Sreejesh has become the darling of brands for galvanising hockey’s resurgence in India.
“We already have many brands waiting to have collaborations with Sreejesh,” says Jaison, whose agency manages Sreejesh. The goalkeeper announced retirement, which leaves him with ample time for collaborations.
“It has been more than 20 years since Sreejesh has been consistently playing well for India. He has cemented himself as a player, and now for the brands as well,” says Jaison, adding that it is the longevity and consistency the brands would like to bet on.
Like Sreejesh, the hockey’s team’s captain Harmanpreet Singh, famously known as Sarpanch, is also gaining a cult-like fan following, and many expect his brand equity to soar in the days to come. A major reason for this undiminished brand value of Indian athletes is their raging popularity among people, more so among the youth.
