DEFEATS DEVALUE BRAND DHONI; YUVI, KOHLI UNSCATHED
Only Yuvraj Singh, who made a grand comeback after recovering from cancer, and Virat Kohli are likely to escape unscathed.
“The string of defeats will definitely hit the sentiments of the brands endorsed by Dhoni and other players,” said Piyush Pandey, ad guru and creative director, south Asia, Ogilvy & Mather, India.
According to TAM Media, a television viewership monitoring agency, sports celebrity endorsements on television have fallen more than 40% over the last one year.
Brand agents, however, stoutly defended their clients.
“Wins and losses are part of the game. There are many global brands that are interested in signing Dhoni,” said Dhoni’s brand manager Arun Pandey, chairman of Rhiti Sports.
“It’s tough to accept back-toback defeats at home and questions on endorsement fees are reactions. However, the effect will be temporary,” said Harish Krishnamachari, vice-president, World Sports Group, which manages Sachin Tendulkar and Gautam Gambhir’s endorsements.