26 September, 2020

‘V’ Brand Maachis

What brands go for is personality, looks and performance. Virat scores on all three.

‘V’ Brand Maachis
outlookindia.com
-0001-11-30T00:00:00+05:53

It doesn’t matter if a cricketer comes from Delhi or Ranchi—what gets the cash register going is the personality. Great players like Anil Kumble and V.V.S. Laxman could never set the television screen on fire. Virat’s Punjabi swagger, whether you like it or not, does impart a touch of aggression, a brashness. A south Indian boy would not be as aggressive, so full of attitude and brands don’t forget to note that. What brands go for is personality, looks and performance. Virat scores on all three. Back in 2005, a safe, polite, very-good-on-field type of cricketer would perhaps have done well. Today, you need somebody with a dash of controversy to him. The younger audience does not want someone safe and boring on or off the field.

A cricketer’s contracts with management firms as well as brands are on an average for two years. No big star would sign up for less time than that. Virat is already able to command—after just three odd years in the game—the big money that people with more experience get. His endorsements come at the price...

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