Advertisers are holding their breath for #100 | business | Hindustan Times
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Advertisers are holding their breath for #100

business Updated: Aug 12, 2011 22:05 IST
Himani Chandna Gurtoo
Himani Chandna Gurtoo

Sachin-Tendulkar-stretches-during-a-net-session-at-the-Edgbaston-Cricket-Ground-Birmingham-England

The wait for advertisers, who have lined up a blitzkrieg to celebrate Sachin Tendulkar's 100th international century just doesn’t seem to end.

Tendulkar failed yet again with the bat scoring just 1 in India's first essay in the crucial third-test against England in Edgbaston as wickets tumbled like nine pins on a seaming track.

Advertisers are now hoping that Tendulkar will score a ton in the second innings of this Test or in any one of the innings of the fourth test to cash in on the rare brand building opportunity of 100th 100 by the 38-year old maestro.

“A whole lot of advertisers plan to air ads across media the day Sachin makes his 100th 100. This includes both brands associated with him and those who are not,” ad guru Prasoon Joshi told HT.

“Any event of this significance receives undivided viewership. Advertisers want to be associated with the day, especially in the era of cluttered media space where brands fight for a drop of attention,” said Joshi, who is also an executive chairman at McCann Worldgroup (Asia- Pacific).

Tendulkar currently endorses around 17 brands including Luminous, Coca Cola, Aviva, Toshiba, Canon and Future Brands.

Ad experts said his next century will be one of the rarest and easiest brand-building opportunities.

“That day will be the easiest day to get the glory. Advertisers are simply basking in Sachin’s aura and robbing the equity of the legend,” said Santosh Sood, media consultant and former CEO of Rediffusion Y&R, a media house.

Coca-Cola has released 9 special edition cans, each depicting an important achievement of his career.

“For the first time in the history of our operations in India we have put a celebrity or brand ambassador on our cans,” said the company’s spokesperson.

Japanese Electronics Company, Toshiba, has rolled out a mega brand campaign: “Ready For More.” Many other brands have innovative initiatives.

“Most of our efforts and resource creations are not aimed for one particular event but yes, it will be an overwhelming event,” Harish Krishnamachar, VP (South Asia), World Sports Group, Sachin’s brand management firm.