We have spoken about how big brand sachin is in the world of sports marketing. There have been some remarkable brand associations with brand Sachin for the last 20 years of his career.We will talk about some of them in our coming posts for this week, and understanding the marketer's mindset and the content they produce to utilize this association to its full potential.
PEPSI
A cola brand is sold on the basis of impulse buying by the customer,which requires high brand recall.Now,what a global brand like Pepsi Co does is to optimize this brand recall by associating theor brands with some big stars around the world. In India, a cricket crazy nation Sachin Tendulkar is the best brand to associate with inorder to earn high brand recall.So, what did Pepsi do ; lets take you back to the famous worldcup 2003 campaign by Pepsi - "iski to gai" the perfect placement of famous Sachin-Warne rivalry that earned them huge revenues and great brand recall.
MRF
Yes, a tyre manufacturer that should position themselves with a F1 driver, chose brand Sachin. Why?? A product like tyre is reflected by its quality, durability and performance which are all synonymous with only one sportperson in the country who has consistently performed (performance) for years(durability) and is a genius(quality) at what he does. So, a perfect association that continued for long till last year, when the Genius MRF bat went out of sight of the cricket fans and got replaced with Adidas that promotes ST logo of UNEP (United Nations Environment Program)
AVIVA Life Insurance
This association in my perception is the best promotional campaign.Why ?? because by this campaign the marketers were able to give an insight of Sachin's personal life and how he is also the common parent who cares about his son's future and plans for his well being. A perfect depiction of Dad-son bonding in the content and how AVIVA insurance helps you plan your son's future. If Sachin does the planning even yo need do it and what better than AVIVA.
PEPSI
A cola brand is sold on the basis of impulse buying by the customer,which requires high brand recall.Now,what a global brand like Pepsi Co does is to optimize this brand recall by associating theor brands with some big stars around the world. In India, a cricket crazy nation Sachin Tendulkar is the best brand to associate with inorder to earn high brand recall.So, what did Pepsi do ; lets take you back to the famous worldcup 2003 campaign by Pepsi - "iski to gai" the perfect placement of famous Sachin-Warne rivalry that earned them huge revenues and great brand recall.
MRF
Yes, a tyre manufacturer that should position themselves with a F1 driver, chose brand Sachin. Why?? A product like tyre is reflected by its quality, durability and performance which are all synonymous with only one sportperson in the country who has consistently performed (performance) for years(durability) and is a genius(quality) at what he does. So, a perfect association that continued for long till last year, when the Genius MRF bat went out of sight of the cricket fans and got replaced with Adidas that promotes ST logo of UNEP (United Nations Environment Program)
AVIVA Life Insurance
This association in my perception is the best promotional campaign.Why ?? because by this campaign the marketers were able to give an insight of Sachin's personal life and how he is also the common parent who cares about his son's future and plans for his well being. A perfect depiction of Dad-son bonding in the content and how AVIVA insurance helps you plan your son's future. If Sachin does the planning even yo need do it and what better than AVIVA.
