Brand Yuvraj in new celestial orbit

PLAY 2200 FREE ONLINE GAMES

Yuvraj Singh’s teammates call him Yuvi as the letter ‘V’ stands tall in his unfinished nickname. The question is whether it’s V for vendetta or victory. Going by the Punjab southpaw’s belligerent form in the Twenty20 World Cup matches, it’s a bit of both, skyrocketing Brand Yuvraj to a new celestial orbit. With nine brands in his kitty and slightly over a crore per brand riding on him on an average, Yuvi’s hunger is telling.

On September 19, when India took on England at Kingsmead, Yuvraj reduced to pulp fast bowler Stuart Broad with six sixes in an over, a feat YouTube has been showing to over half a million viewers for three days now. A day later, he called his sixes “heavenly justice”.

He was referring to a similar feat by England’s Dimitri Mascarenhas in the NatWest Series tie at the Oval two weeks back, when Mascarenhas hit Yuvraj for five sixes in his over. At Kingsmead, Yuvi took a long sharp look at Mascarenhas at mid-wicket in Broad’s over and hoisted the ball over him in the fifth delivery – sheer vendetta.

It is this fury that’s fuelling such form, many a times pitchforking Yuvraj as the architect of India’s victories in the tournament, and eventually helping the country reach Monday’s final against Pakistan. And advertisers seem to be lapping up his spirit too. For Hero Honda, Yuvraj represents the key values of youthfulness, dynamism, trust and durability. “He also signifies a new India – confident, fearless and ready to take on the world.

His performance has vindicated our faith in cricket,” says Anil Dua, senior vice-president of Hero Honda, the motorbike brand Yuvraj has been endorsing for the last six years. “Brand Yuvraj is all about passionate determination. His performance stems from somewhere deep.

A nagging angst, like he has been denied something and now he will show the world what it means to take him on. He is in control. You can see the power in his eyes. He represents the new India. The caged tiger is breaking free,” says Josy Paul, national creative director, JWT India.

Yuvraj works hard at his game and his management agency reciprocates that by targeting the right ads that go with his swashbuckling psyche. “It’s not about quantity. The quality of ads are important too and we choose brands which are representative of his character,” claims Vinita Bangad of Percept Talent Management.

A quick look at the brands Yuvraj endorses – Pepsi, Microsoft, Hero Honda, Trent, SBI Cards, Seagram, Marico, Reebok and Donear Suitings – shows his association largely with leadership brands. “On an average, his brand loyalty spans three to four years,” says Ms Bangad.

A quick glance at the numbers show that India’s Twenty20 vice-captain, Yuvraj Singh, is giving captain MS Dhoni a good run for his money when it comes to endorsements. While Yuvraj makes Rs 10 crore by endorsing nine brands over 40 days a year at 4.5 days per brand, Dhoni bags Rs 8 crore by endorsing 12 brands over 75 days in the same timeframe, at about 9.5 days to a brand, points out sources.

The vice-captain works less, earns more out of the ads by clearly focusing on image or identity-driven brands that complement his attitude. By the way, both are 26-year-olds.

Critics have always nailed Yuvraj for his inconsistencies – just 30 fifties and seven hundreds in 183 ODIs. Also, his recurring back strain has put him out of action on several occasions.

But the Twenty20 World Cup seems just the right platform for Yuvi’s twin Vs to come together. Victory with a Vengeance – that’s the mantra if India were to overcome arch-foes Pakistan tonight.

Related Post

India-Pakistan Twenty20 match touches TVR of 15.2

ESPN scores a winner as 20-20 ratings zoom

Sony back in cricket telecast game, bags New Zealand rights