Will Sakshi be able to break gender stereotypes of Indian advertising?

KOLKATA: After PV Sindhu became India's first woman to win a silver medal at the Rio Olympics 2016, the 21-year old badminton ace became the talk of the nation. Quite naturally, the moot point is how well will she fare in the endorsement world now. Many are of the opinion that though cricket is extremely popular in this country, there is a fatigue factor that has set in.Apart from a few top cricketers, not every cricketer is showered with offers. Fresh faces who have tasted success and already have a big fan-following on social media are likely to get good offers.
Adman Bharat Dabholkar had once directed a tea campaign with PT Usha. "Sindhu is expected to get a lot of offers now on the lines of what Sania Mirza got. Since unlike cricketers who are seen on a daily basis, these girls wouldn't be in the public eye for long. In future, their brand value will decrease with the lessening of public memory," he said.
But till the time Sindhu, Sakshi Malik and Dipa Karmakar have visibility both on YouTube and social media, a lot of action is expected to happen in the advertising field. Sumanto Chattopadhyay, executive creative director, South Asia, Ogilvy, had once worked with Geeta Phogat (India’s first woman wrestler who won a gold at the Commonwealth Games), to make a campaign for a steel major. "I will be very happy if new brands come forward to rope our Olympians as brand ambassadors," he said.
If Sumanto's dreams come true, will these three Olympians be able to command the endorsement fees that our cricketers do? "The colour of the medal will determine the endorsement fee," said Indranil Das Blah, partner, Kwan Entertainment & Marketing Solutions. According to Indranil, not every cricketer bags huge endorsement fees. "It's only Virat Kohli and MS Dhoni who are big in the endorsement market. Their fees would be approximately Rs 3 crore to Rs 4 crore per endorsement. Sachin Tendulkar is in a different league among retired cricketers. He still commands a huge sum. The other retired cricketers might not command so much," Indranil said.
In comparison to them, those like Suresh Raina, Shikhar Dhawan and Rohit Sharma earn much less as endorsement fees. "They would get approximately Rs 50 lakh per endorsement," he said. Sakshi and Dipa might not be too far behind. If they can perform consistently, they can get as much as Rs 30 lakh to Rs 40 lakh per endorsement. Will they then lag behind in terms of the fees that Sania Mirza and Saina Nehwal earn? Advertisers claim that Saina is offered anywhere between Rs 50 lakh and Rs 75 lakh per endorsement. Sania is a little ahead with her fees going upto Rs 1 crore. She is also very niche and a big name in fashion brand endorsements. In Dipa's case, Dabholkar feels she will be a good fit for banking and insurance-related campaigns.
Many advertising gurus feel Sindhu's endorsement fees can touch a crore too. "Sindhu has age on her side. She is articulate, has a pleasing personality and is glamorous. She ticks all the boxes and will be good for fitness and health-drink brands," Indranil said. Besides, badminton, as a sport, is more popular than wrestling in India. Television visibility for players is also more. 'Sindhu is a metaphor for trust, speed and excellence. I think, she will be a good fit for bank, real estate, cars and cement," said Sugato Guha, creative head of Inner Circle Advertising.
Amul advertisements has already cashed in on Sindhu’s popularity and launched hoardings with the caption 'Sindhustan Humaara'. Buzz is that a Vijaywada-based jewellery showroom chain will sign up Sindhu as their brand ambassador. Many real estate developers are likely to take her up as the face of their brand.
For Dipa, there will be an attempt to cater to the spirit of an independent woman. "Even two-wheeler brands might use her. Sakshi is a better fit for massy regional brands. Cooking oil and tractor ads can use her as well," Indranil said. It's her strength, stamina and toughness that will see her sail through, feel most advertisers.
Sugato would opt for cement brands for Sakshi too. Sumanto, however, has a different plan. He is dreaming of breaking stereotypes. "Sakshi is very different from the common Indian man's general perception of beauty. Sakshi's success has given a new spin to that perception. The Williams sisters had broken the stereotype of beauty and have been much sought-after in the advertising world. I would want Sakshi to shoulder the same responsibility in India's advertising world," Sumanto said.
Now, it remains to be seen if Sumanto's wish will come true.