Sehwag the Endorser: In the footsteps of Tendulkar? - Part I

When it comes to drawing comparisons, there are just two cardinal truths. One, comparisons aren't healthy. Two, comparisons are inevitable. Invariably, the second is the more prevalent.

So 11 test matches and 43 one-day internationals after Virender Sehwag walked out of the anonymity of Delhi's rural districts, the cricketer is being compared to one of India's finest yields in recent times - cricket icon Sachin Ramesh Tendulkar. (That Tendulkar himself has been compared, often ad nauseam, to the legendary Sir Donald Bradman bears out the irrepressible urge in us to draw comparisons.)

Moot point: why is Sehwag being compared to Tendulkar? That one is easily answered, especially if one has been watching enough television and reading enough of the papers. Similarities in physical appearance aside, of late, the diminutive Sehwag has been ferociously carting the cherry to all corners of the field… in much the same fashion (the diminutive) Tendulkar is known to do. Also, of late, Sehwag has developed a remarkable thirst for runs, that too in measures of fifties and hundreds. And the manner in which he helps himself to the same - serving huge dollops with that wand-cum-willow of his - gives the opposition the heebie-jeebies every time he walks in to bat. The same way Tendulkar strikes terror in the fielding team's heart when he is on a roll.

It's not just their approach to the game. There are striking similarities in their performances too. In their first 43 ODIs, both batted on 41 occasions. Tendulkar remained unbeaten four times, Sehwag five times. Tendulkar had scored 1,263 runs (with 11 half-centuries) at an average of 34.13 runs. Sehwag has 1,252 runs to his credit (with two centuries and seven fifties) at an average of 34.77 runs. And if one were to compare (one mustn't, but one still does) individual performances based on the first 11 test matches, Sehwag actually has more runs, more centuries and a better average to his name (see detailed chart).

Small wonder, next to everyone believes Sehwag is a Tendulkar in the making…

Strangely, one area where comparisons and predictions haven't been made - so far - is in the sphere of star/brand value. That is, the value of Sehwag in his capacity as a celebrity endorser for brands. We all know - or rather, we all guess - what Tendulkar is worth. Even those without a head for numbers can imagine what Tendulkar is worth by looking at the brands he endorses. Britannia, TVS, Boost, Pepsi, Adidas, MRF, Fiat, VISA… And going by market buzz, Tendulkar doesn't come cheaper than Rs 2.5 crore. Now what exactly is Sehwag worth?

Before we come to that, let us first look at the brands Sehwag has in his kitty: Boost, Coke, Team Samsung, Britannia, Hero Honda, Colgate, Adidas and Mayur Suitings. (Interestingly, during the corresponding playing period - from debut year to 1992 - Tendulkar endorsed just three brands: Gillette, Boost and Band-Aid.) Now, as per the market, Sehwag's estimated market value is between Rs 50 and Rs 60 lakh. "If I were to sign on Sehwag, I would look at a figure thereabouts, for a minimum of two years, with a non-performance clause built into the contract," a senior executive with one Top 15 agency offers.

Of course, Latika Khaneja, director, Collage Sports Management, the group that manages Sehwag, chooses to reveal nothing. All she offers is that the price "varies from client to client", and does not grow exponentially. "Prices don't always escalate with time and there is no chronological sequencing. At times, the best deals actually come in the early years." She adds that Sehwag is still low in the hierarchy (compared to Tendulkar and Saurav Ganguly), giving an indication that the Rs 60-lakh figure is not far from reality.

"A lot depends on the brand's capacity to pay," she continues. "Then there is the question of the type of exposure Sehwag will get by endorsing a brand - things like how often he will get exposure and whether that exposure will be shared by other endorsers. That's why we preferred Coke to Pepsi, which already has so many stars. And even in Boost, he shared equal footage with Sachin. It's in our interest that he gets good exposure."

Whatever his market value, there is little doubt that Sehwag is very much in demand these days. After the ICC Champions Trophy, to be precise. "The mini World Cup has shifted Sehwag from ‘player' to ‘brand endorser' league," Khaneja agrees. "The proof of this is that some companies/brands do not usually sign cricketers. But when they do, they never sign on ‘players' but only icons. Mayur Suitings is one such example. They have never had a cricketer as an endorser before. And now, all kinds of categories and brands are looking at Sehwag."

The scramble for Sehwag is natural, feels Sanjay Sharma, associate vice-president, Ambience D'Arcy. "The marketer wants bang for his buck, and in a tough and sluggish market scenario, a celebrity endorser is seen as a good bet to push awareness," he explains. "Given his prolific run with the bat, Sehwag is a perfect choice among cricketers." Sharma also feels that there are very few saleable celebrities around. "Apart from (Amitabh) Bachchan, Tendulkar, Shah Rukh (Khan) and Ganguly, to some extent, how many bankable celebrities do we have? Aamir (Khan) doesn't entertain too many advertisers, Hrithik (Roshan) hasn't given a hit for some time. You don't have celebrities who can cut through the clutter. So the market is ripe for Sehwag."

Sehwag may be the answer to many marketers' prayers, but what about brand fit? Can Sehwag, just because he is Sehwag, endorse every second brand on the shelf? And what about the nagging issue of ending up overexposed?

(To be concluded tomorrow.)

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