Image by RNLJ&C via FlickrThough this bit of news has nothing to do with cricket, it is important in the sense that it may indicate the way in which the wind is blowing.Pepsi has failed to renew Sachin's contract which expired in May. Remember Sachin has been with Pepsi from way back 1990's.
As Tendulkar is still the most salable cricketer with legions of fans who see him as 'GOD' it is surprising that Pepsi has let him go.
Pepsi has made some oblique reference about how Sachin has become 'unaffordable', however, industry sources believe that Pepsi has dropped him in favour of young guns like Ishant and Rohit Sharma.
This decision is interesting as Pepsi is considered as a weather-cock in identifying current trends. So does this mean that Pepsi feels Tendulkar's retirement is imminent?
15 comments:
Pepsi's always been a 'youth' brand. Sachin was the longest exception.
Some brand ambassadors for Pepsi grew up and moved to Coke. Sachin may not for he has to outprice MSD and Coca Cola India can't afford him, either.
Ambivalent,
Since a powerful sponsor like Pepsi has given him the boot,will his exclusion from the ODI team follow?
It would be interesting to take a survey of how many started to take to this drink after watching sachin.
I'm not so sure about Pepsi's strategy with Rohit Sharma. Ishant, I understand, not Rohit. I'd also be interested in knowing the change, if any, in Pepsi drinking folk among the Sachin fans in target audience.
If I were 14 and Rohit Sharma wants me to drink Pepsi, I may not. :)
R,
That would be a telling survey.
VMM,
I believe it is an extension of the current Youngistan campaign.
There are so many ads where the stars or cricketers are not there which appeal to your intellect.
There are so many ads where the stars or cricketers are not there which appeal to your intellect.
Pepsi shun Sachin implying he will be shunned from ODIs - watta joke :-)
Pepsi has always been a brand targeted at the younger generation - so its quite apt that they move on from Sachin to those who are now identified with gen next - sharmas, rainas, even yuvi and so on...
But, Pepsi did used Amitabh Bachchan even when he was in hi 50s. But then There's no comparison to the Big B is there..
if my case was not enough OTT...now you have done it...BEWARE!!
R,
The ads should appeal to your purse.
q,
Pepsi is the weather-cock of the ad world.
So when they chuck Sachin, they indicate the future. :)
Pan,
My case is strong. :)
When Pepsi ditched Amitabh Bachchan it was no indication for the future.
In Pakistan its still Shoaib Akhtar and Afridi endorsing the product...
U cant seriously expect Sachin's ODI career to be dependent on a contract with a beverage company...
Its all got to do with image for these marketeers - Sachin is no longer the Gen X icon.. there r others, thats all..
i can see... ;-))
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