Revered as the ‘God of Cricket’ or the ‘Master Blaster’, Sachin Tendulkar today celebrates his 51st birthday. Tendulkar’s remarkable skill with the bat has solidified his status as one of the greatest batsmen of all time and beyond his performance on-field, Tendulkar’s magnetic appeal has made him a coveted figure in the world of brand endorsements as well, where his association with numerous brands stands as a testament to his legacy and widespread popularity.
Sachin Tendulkar, born on April 24, 1973, achieved the feat of becoming India’s youngest Test (international) cricketer at the age of 16, and has left an indelible mark on the sport ever since.
Reflecting on his on-field accomplishments, in 1998, Tendulkar was honored with the prestigious Rajiv Gandhi Khel Ratna Award, the highest recognition for an Indian athlete, in recognition of his performance during the 1997–98 season.
Additionally, in 2001, at the age of 28, he etched his name in history as the first cricketer to secure a Rs 100 crore brand deal.
In 2012, he accomplished a significant milestone, becoming the first cricketer ever to achieve 100 centuries in international matches, establishing his reputation as the ‘God of Cricket’.
Throughout his career, apart from being a cricket legend, Tendulkar has also left an indelible mark on the world of endorsements. Ranking eighth on Kroll’s Celebrity Brand Ranking 2022 with a Brand Value of $73.6 million, he has endorsed a multitude of brands.
In 2023, he was named the global ambassador of the ODI World Cup 2023 by the International Cricket Council (ICC).
Most recently, Tendulkar was the subject of a viral, deepfake video of him circling the internet. He was shown in the modified video endorsing an online game, giving an example of his daughter Sara earning ‘easy money’ from playing a game named ‘Skyward Aviator’.
These videos are fake. It is disturbing to see rampant misuse of technology. Request everyone to report videos, ads & apps like these in large numbers.
Social Media platforms need to be alert and responsive to complaints. Swift action from their end is crucial to stopping the… pic.twitter.com/4MwXthxSOM
— Sachin Tendulkar (@sachin_rt) January 15, 2024
As he marks his 51st birthday today, let’s reminisce about his journey by revisiting some of his most notable brand endorsements.
Hafele
As Hafele roped him as its brand ambassador, one of their ads features the cricket legend strolling through a house, reflecting on how the sport has given him everything in life while only asking for two things in return: ‘determination and attentiveness’.
Holding his trophy, the ‘Master Blaster’ talks about how being attentive to details has now become a lifestyle, especially within his ‘new playground called home’. As the ad unfolds, he discusses the search for a partner who understood his desire to create a ‘home’ that would be his favourite place and understood what he wanted, and then he goes on to say, “And we found Hafele”.
Towards the end, the cricket legend appreciates Hafele’s ‘intuitive design’. He underlines the importance of two spaces in his life: the field and his home, and how he has loved maximising the value of both spaces in his life.
Spinny
Spinny, a used-car buying and selling platform in India, launched a “Go Far” campaign with Tendulkar as its brand ambassador and investor.
The cricket icon can be seen unveiling the Maruti Suzuki 800, sitting in it, and driving around the bustling streets of his hometown, Dadar, Mumbai, in one of the films for the campaign “Meet yourself again”.
In one of the scenes, Tendulkar is seen fishing, and there is also a scene of him laughing while eating vada pav and chai. The advertisement emphasises meeting your past self through your first car, as Tendulker’s first car was an 800.
JioCinema
In a JioCinema advertisement, he can be seen sitting on a couch, watching IPL on his phone. In the advertisement, he states, “Neither here nor there, this time watch IPL only on JioCinema.”
Unacademy
Unacademy roped in Tendulkar as its investor and brand ambassador. The ad film “The Power Behind You” by Unacademy, India’s learning platform, depicts a student entering a Unacademy centre.
Inside the centre, Unacademy educators and Tendulkar himself cheer for her as she prepares for her exam with focus and determination. The visuals capture the various challenges faced by students during exam preparation, from moments of intense concentration to learning sessions with educators. There is also a shot of one of Unacademy’s educators writing something on the whiteboard and explaining the concept to the classroom. Throughout the ad, the Unacademy educators along with Tendulkar constantly motivate and encourage the student.
Towards the end of the ad, Tendulkar is sitting in an vacant classroom as he delivers a line, highlighting the support he received from people cheering for him throughout his cricket career.
He said, “There was the power of a billion people cheering for me,” and then asked the students, “What’s the power behind you?” This message encapsulates the idea that with Unacademy’s support and guidance, students can tap into their strengths and unlock their potential to achieve success in their academic endeavours.
Sunfeast
A TVC for ITC’s Sunfeast Dream Cream Choco Vanilla from 2011, begins with a young boy hiding with a mischievous facial expression with his water gun from the ‘Master Blaster.’ Suddenly, the boy’s attention is caught by a packet of Sunfeast Dream Cream Choco Vanilla Biscuits lying on the table.
Tendulkar enters the house, addresses the boy as ‘Bunty,’ and wonders what mischievous activity he’s up to now before noticing the water gun.
After that, he searches for him under the table before looking for him throughout the house. He wears his helmet, leaps on the bed, and yells “found him”, only to see ‘Bunty’ sitting on the table, admiring the biscuit and talking about the dual flavours of chocolate and vanilla.
The cricket legend stares at the biscuit with curiosity and then takes it from the boy. Towards the end, both Tendulkar and the boy can be seen enjoying the delicacy.
Apollo Tyres
In the 2019 TVC for Apollo Tyres featuring Tendulkar, the renowned singer and music composer A R Rahman composed and sang a song. The ad opens with Tendulkar behind the wheel, acknowledging Indian Army officers as he drives past. As the ad unfolds, soldiers can be seen skiing and then proudly planting the national flag.
Throughout the ad, viewers are treated to glimpses of India’s diverse landscapes, from the Ganga River to vibrant scenes of the Holi festival. Along with these visuals were close-up shots showcasing Apollo Tyres.
Tendulkar can be seen smiling as takes in the vibrant traditions and cultures depicted in the commercial. Towards the end of the ad, an Apollo Tyres helicopter hovers over a cricket field and a young cricketer is standing on the field, waving at the helicopter in his uniform. Tendulkar appears with an Apollo Tyres bat in hand and a smile on his face. He effortlessly hits a ball thrown his way. The commercial captures the essence of India through the dynamic blend of cricket and culture.
Savlon
Tendulkar was appointed as the “hand ambassador” for ITC’s Savlon Swasth India Mission. The campaign, conceptualised by Ogilvy India, includes a series of films with the ‘Master Blaster’s’ hand as the main character. In one of the commercials, the cricket legend’s voice can be heard, and his hand can be seen making gestures.
Tendulkar says in the advertisement, “Hi, I’m Sachin Tendulkar’s hand, your hand ambassador. I am more important than Sachin. Hands do everything, including all of the fun, work, eating and drinking, washing and cleaning, hitting boundaries and sixes, and even getting you clean bowled, which means making you sick if you don’t keep them clean.”
“That is why, beginning today, I will take matters into my own hands and chase you until you never forget to wash your hands. So let’s shake hands on this. Sachin Tendulkar’s hand is your hand ambassador,” he added.
Gillette India
In 2019, Gillette India released a commercial Gillette Winner – “Ye Super Nahin, Special Hai.” With the product launch, Tendulkar was on boarded as Gillette India’s brand ambassador.
The ad opens with a man enjoying a shave in a luxurious setting, enjoying a cool beverage. On the tune of “Aap jaisa koi”, the ‘God of Cricket’ appears with a drink in his hand and is walking on water. He corrects the man who is awestruck on seeing him and exclaims “super” and says the tagline, “Super nahi, special”.
The man is then awakened from his nap in real life by his barber. The man checks his face and is amazed at the smoothness and confirms that it is indeed “special”. The commercial captures the finesse and precision of the platinum-coated Gillette blades, confirming their motto.
Quaker
PepsiCo India’s Quaker in 2017, collaborated with Tendulkar to introduce a ‘unique’ combination of oats and milk. The ad opens with him sitting in an empty metro.
As the ad progresses, the empty metro soon fills up with people. As he is sitting on the metro, he observes the busy and diverse professionals, such as a photographer, musicians, makeup artists, and doctors. Tendulkar, emphasises the significance of a strong start every morning.
While highlighting the daily challenges and aspirations of everyday life, he underlines the need to constantly move ahead. The scene depicts this as a football player rushes to catch the metro while the doors close on a group of women.
He then introduces Quaker Oats+Milk, a ‘unique’ blend of oats and milk designed to provide a ‘unique, smooth, and delicious’ start to each day. With its fibre advantage, this combination ensures individuals remain ‘light and active.’ The ad encapsulates the message of moving forward daily with Quaker Oats+ Milk.
Adidas
In a commercial for Adidas, Tendulkar can be seen reciting and drawing ‘his story’. During the commercial, he says, “My coach used to put a one-rupee coin on top of stuff; whoever takes him out gets to take away the coin. All you are thinking of is smacking that ball. I’ve got 12 coins as valuable as any medal I’ve received in my life. Whatever level you reach, getting better never stops.”
As he says this, you can see his reflection in the mirror and see the phrase “impossible is nothing” written.
Coca-Cola India
In a 2012 TVC conceptualised by Lowe Lintas (now Mullen Lintas), Coca-Cola India rekindled its association with cricket after the 1996 Cricket World Cup. The TVC highlights the nation’s profound love and passion for cricket.
It is based on Coke’s global theme of “open happiness.” The ad, titled “Cricket ki Khushi,” depicts a group of passionate young cricket enthusiasts gathering in a desert to play their beloved game, despite the scorching heat.
Towards the end, the ‘Master Blaster’ appears and gives the message, “Keep playing, stay happy.” The TVC encapsulates the essence of cricket and emphasises how cricket is more than just a game and how it’s the entire happiness of the nation.
NECC
In a commercial by NECC titled “Hatte Katte,” a young boy is seen sitting in his cricket uniform and eating eggs out of his tiffin box.
As he sees Tendulkar walk in with his group, he exclaims “Sachin.” The young boy shakes hands with him, hurting his hand in the process. The ‘Master Blaster’ looks at his fellow teammates in confusion and asks them: What does he eat?
Apart from these, he has also endorsed brands such as Bajaj Allianz General Insurance, Britannia, Bajaj Auto, Boost, Reynolds Pen, Amit Enterprise, Luminous India, Paytm First Games, Chalo, Castrol India, Airtel, BMW, Fiat Palio, Canon, Pepsi and more.
