As brands bask in Neeraj Chopra’s performance, will they make long-term investment?

When Neeraj Chopra struck Javelin Gold at the 2020 Tokyo Olympics, it heralded the rise of a new sports superstar. To top his athletic performance, Chopra’s charming personality endeared him not just to the entire nation, but also brands on the lookout for fresh icons to associate with. Post his Olympics feat, brands from sectors as diverse as insurance, finance, health drinks and engine oils have signed him on as their brand ambassador.

The advantage that Chopra has is his powerful personality and his athleticism in a sport that requires immense power and skill. This really makes him an ideal face for healthcare brands. It’s not surprising that Chopra has become a great role model for many aspiring athletes as well as the youth of the nation. Thus, as a potential brand ambassador, he can match the characteristics of several brands in the market. Chopra today has entered the elite club of brand values and can earn hefty endorsements. Should his performance in the sports arena remain consistently high, Chopra has the potential to even surge ahead of the cricket stars as the favourite with brands.

According to a sports marketing expert who did not want to be named, Neeraj getting a Silver at the World Championship will not bring down his brand value. “Being a young athlete, he will draw more brands in his endorsement list. Also, many brands are looking for fresh faces to beat the clutter levels of cricket and Bollywood celebrities, who are overused and have become a blind spot. Not only that, many of them endorse multiple brands, which at times is confusing to connect,” he remarked.

Consistency in his performance is the key here. Chopra’s decision to withdraw from the Commonwealth Games has disappointed many fans as the likelihood of striking a gold was very high. But then fitness is more important and it is a huge risk to carry an injury and participate. Right now, he is still high on the popularity charts and with many international meets and competitions lined up in the future, including the 2024 Paris Olympics, Chopra has several opportunities to make his country proud. It is up to the brand custodians to take that calculated risk and sign him up for categories where he will be the right fit for their brands.

Tata AIA Life insurance had signed up Chopra last year after he won the Gold at the Tokyo Olympics and also ran a digital brand campaign – ‘#TataAIAKaBharosa’ – highlighting the significance of trust when it comes to taking the right decisions in life about securing one’s financial future. Speaking to Adgully, Girish Kalra, Chief Marketing Officer, Tata AIA Life Insurance, said, “We had signed a two-year contract with Neeraj Chopra last year itself when bringing him on board, as we believed that his achievement at the Olympics was just the beginning of an illustrious career. We are naturally delighted by his achievement given that he has made India proud with his hard work. We will continue to back Neeraj and enable our consumers to draw inspiration from his dedication and commitment to his sport in the times to come.”

Commenting on the significance of Chopra’s win at the World Athletic meet, Nisha Sampath, Managing Partner, Bright Angles Consulting LLP, said, “Neeraj Chopra has captured the imagination of the country as few other athletes have in recent times. Apart from his talent as a sportsperson, he embodies strong values such as humility, simplicity and level headedness – qualities which are rare in a young, competitive player, and have endeared him further to the people.”

She further remarked that Chopra’s patriotism and commitment to winning honour for his country have inspired the youth. Besides, he has an active and engaging digital presence, which keeps him connected to his audience. His persona is well defined in the public’s mind, which makes him stand out versus many other sportspersons.

“All these qualities make him an extremely attractive, multi-dimensional endorser and I expect many more brands to approach him in the future,” Sampath said. At the same time, she also cautioned, “However, being young, he also needs to be cautious in choosing the right partners while building his personal brand. He should work with brands and businesses that share a fit with his strongly held values. This will be a win-win situation for both.”

Brand Guru Jagdeep Kapoor, Founder, Chairman & Managing Director of Samiska Marketing Consultants, too, stated that Neeraj Chopra is an inspiration to the youth of India. He is looked up to as a role model. “The brands who want him as a brand ambassador want to project a determined, consistent and performance-oriented brand personality. The number of brands wanting him will increase. His brand equity will grow further over the years. His value will grow higher, just as his javelin throw will go further,” he added.

 

Sharing his perspective, Nikhil Bharadwaj, Head – Corporate Communications, Bajaj Allianz General Insurance, said “It is great to see a World Class Indian Athlete at the peak of his abilities, bringing in laurels for the country. It makes one very proud! I believe a strong brand ambassador depends on the congruency that a brand can build between its own personality and that of the brand ambassador. Unless this is not deeply examined and done, even the strongest brand ambassador collaborations don’t succeed. This plus a combination of wit and humour goes a long way.”

According to Bharadwaj, Chopra’s previous associations personify this about him – a young, vibrant, athlete who signifies excellence, but also someone who carries himself well on screen. “I would like to believe there would be brands lined up for such a rockstar combination,” he added.

Shubho Sengupta, Digital Marketing Consultant, remarked, “I think with this win, he has cemented his reputation as a ‘lambi race ka ghoda’! He is in a very niche sport, yet is so popular, that’s a massive achievement – reminds me of Vishwanathan Anand. Finally, he represents New India, a fact that is not lost on the advertisers. It reminds me of MS Dhoni.”

 

 

According to Rajesh Sikroria, Founder, Pontem Integrated, what Chopra achieved at the Olympics and now at the World Athletics Championship has no comparison. “If you follow his career, there is a long list of achievements. But think of how many people knew of him before the Olympics. The brands are only interested in what masses follow and what is here and now! It will take a brave brand to invest in his potential and even help him in his journey. Unfortunately, there aren’t many such brave brands around,” Sikroria lamented.

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