Search the Internet          Tips  Sites: Finance, Investment

Ad firms pitch for Kaif, Yuvraj partnership

Jyotika J Thukral in New Delhi

The new stars of Indian cricket, Mohammad Kaif and Yuvraj Singh, are likely to team up for more big-moolah games, this time off the field.

According to sources in the advertising fraternity, the two players who worked up a big partnership to build the stage for India's scintillating victory in the NatWest Series final at Lord's last Saturday, are being called to work together in several advertising campaigns.

Among those interested are mobike makers, FMCG firms and sports gear and apparel manufacturers. Kaif currently has contracts with Pepsi and Britannia.

"Is like the hit pair in Indian movies - producers line up to cast them together in subsequent movies," said a ad agency source.

According to Jagdeep Kapoor of Samsika Marketing Consultants, "When the perceived value of a personality brand goes up, the personality price goes up as well. Now, it is for Singh and Kaif to leverage themselves well. Apart from selling individually, they should aim at bagging better offers together, since they team up so well."

The celebrity managers of the two players, however, are tightlipped. Though they admit that in the past few days enquiries have increased.

"Kaif's market is going to double now even though it is too early to gauge the exact benefits," Lokesh Sharma of 21st Century Media, which handles Kaif, said.

Sources say cola major Pepsi had signed up Kaif for domestic cricket at a paltry sum of under Rs 30,000. That fee has now gone for a six. The company's spokesperson now says Pepsi is re-evaluating its association with Kaif.

Singh, who fell out with Pepsi, after a string of failures at the international-level, is also back in the reckoning. The 21-year old was much in demand after his big knock against Australia a couple of years ago.

But as per the agreement with the company, his association ceased with his absence from international events.

Navroze Dhondy, director of Percept D'Mark, which manages Singh, says: "Many companies are showing interest. But the exact offers remain to be seen."

Advertisers will also have more celebrity endorsers to choose from, now with younger players performing well and taking away the focus from Sachin Tendulkar. Tendulkar enjoys the lion's share of the Rs 1 billion the entire Indian team earns through endorsements.

While Dhondy does not see any dramatic change in the fee, Sharma says: "The fee is bound to increase. But at the same time people who had already signed on Kaif are excited and would even get the first mover advantage since they got him at a lower fee."

Powered by

ALSO READ:
More Money Headlines