Cricket’s brand dilemma
That there is a bearish trend in the stockmarkets, with values falling and new buyers staying away, is apparent. But now it turns out that even in the cricketers’ market things are going badly for investors. Our cricket stars, whose valuations went zooming north after their World Cup victory, are in the doldrums with no takers. No brand wants to be associated with losers, and our boys definitely fit that description.
Indeed, considering the walloping they got in England, losers might be too kind; they look like no-hopers. After the handsome win in the World Cup, with that flamboyant sixer by M.S. Dhoni and the subsequent triumph of his team in the IPL, the captain’s brand value went soaring. Other cricketers too were raking it in. The shocking performance in England has sent clients scurrying for cover. A 4-0 loss for the world’s number one team is a big fall.
But in this crisis there could be an opportunity. This may be a good time to endorse products that go with their current frame of mind. Say a Vitamin tonic, to pick up their spirits. Or other kind of spirits in which they could immerse their sorrow. Or even travel companies that could advertise holidays to very remote places where wrathful fans cannot reach. So it’s not as if it’s a hopeless situation. There’s another way out too — the cricketers could just play well and win the ODI series.
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