Tuesday, April 17, 2007

Lights...camera..action....

One day a fourth-grade teacher asked the children what their fathers did for a living. All the typical answers came up -- businessman, doctor, lawyer, and so forth. However, a little boy was being uncharacteristically quiet, so when the teacher prodded him about his father, he replied,

"My father's an exotic dancer in a gay cabaret and takes off all his clothes in front of other men and they put money in his underwear. Sometimes, if the offer is really good, he will go home with some guy and stay with him all night for money."
The teacher, obviously shaken by this statement, hurriedly set the other children to work on some exercises and then took the little boy aside to ask him, "Is that really true about your father?"

"Not really," the boy said, "He actually plays cricket for India but I was too embarrassed to say that in front of the other kids .......

Just one of the cricketer joke thats spreading in the net....... We, especially the ones who are immersed in the internet had been cruel with the men in blue who put us to shame , immersing all the hopes in the sea at the Carribean ...debating, joking, rumouring. and even dying for it........ it is unforgettable .......this outrage about cricket... the religion, hope and aspiration of millions... but what is shocking is the sudden enlightenment , and regaining of sanity with all the fury and fire and all the analysis as to why they ditched us and why they couldnt perform the way they should have??

It seems all the analysts have reached so far at the same conclusion... the reason for the ailing Indian cricket... the virus for the dreaded disease...ENDORSEMENTS....

Suddenly it has turned into a bad word... and some thing from which every body has to keep away from... The BCCI or the circus team as many call it, has decided to limit the number of endorsements from the infinity to three, as if it is going to be the formula for success. The seemingly eccentric voices which said that they murdered the wrong coach in the hotel room there... is unheard .... the other reasons are simply unattended to..Cricket managers in the country have, flogged the game a bit too much. Fewer the number of games, more the interest but who cares...its all about money.... The reasons for the non performance,however, is not the purpose of this blog, its not my job, I am here to peep into the facts of cricketers and their endorsements and the whole tangle involved....

It is true that our men in blue were seen everywhere and some even went to the extent of endorsing even ten or eleven brands at the same time...... ending the consumer in big confusion,,, that is true and no one can deny that.. there should be a check on the type of brands that each one endorses and not on the numbers.. a check on numbers have invited a lot of wrath and scum from cricketers and others... 'It is a joke the way the board is limiting players from signing endorsements. You can't be treating senior players like Sachin Tendulkar as kids,' said WasimAkram in an interview to a sports channel....as reported by online media...If some senior players have advised the board to stop endorsements, then it is wrong...the jealousy factor is very clear....

Now that the bickering and jealousy is clear, the politics and pressure games are more than out in the open, why blame endorsements as if it is a crime?...

Is it not the right of every one to earn money for a decent living..? Just because one is a cricketer, is it a shame to be earning money..? Why is it that loss in a match, suddenly degrades them as jokers and good for nothing entertainers, forgetting the fact that they with their bats and balls have thrilled us... elevated us to the unseen shores of joy,,united this federation of nations into one...?

The sensation driven media( even South africa got out of the world cup and the media and hence the public cry there was limited and more decent... no walls where broken atleast..) fuels and fans the image that, an average cricketer spends all his time before the arc light and obeying the lights, camera and action directives than being in the field and listen to what his coach will have to say..? Is it not really the case... Not a bulk of time is spend on the shoots and really they dont have to skip their net and other practise sessions to be for shoots even when they endorse multiple products at the same time... may be if they skip for other reasons, endorsements as a type of advertising strategy is not to be blamed......

Performance is the key word for a cricketer to be choosen as an endorser for a brand..so it is not true that they fail to perform as they are into ad shoots, it rather should be the other way round... atleast to make money from endorsements ,cricketers have to perform for sure..... and in extreme cases where the cricketers has endorsed and the ads are on air and the performance dipped after that, any time he can go off air as did the recent Videocon ads with Mahendra singh dhoni .......

Now you ask what about all the money that was wasted on cricket associated advertising?......Blame the hopeless advertising strategists ( on the agency side and the client side) and the media planners for betting too much on one sport , but not on endorsements as an advertising strategy.......The lesson is simple.....If the anguished cry of millions has not reached our cricketers, this one will.... Cheesed off by their poor performance, top cricket sponsors are about to snap their purses shut. ..... It is through the game that the cricketers name ,fame and identity is known and not the other way round. and the lazy agencies and their clueless clients, unless you stop killing this golden goose ,simply because you want returns without efforts, things are gonna get worse....

Too much of anything is bad... even if it is the best and time tested strategy.....

Critics.... are you listening?

Tail piece:-

After the shameful defeat of Team India,the team members were not able to show their faces to people and they chose not to go in public and rather just pack up in hotel rooms. Dravid could not resist for too long to be in the hotel room and still not be able to go out shopping. So he disguises himself as a Sardar and goes out.

He meets a woman at the exit of the hotel who greets him "Hi Dravid!"

Surprised for having been caught he comes back and makes himself up as a muslim woman - in Burkha etc and goes out.

Yet the same woman greets him "Hi Dravid!"

Dravid comes back determined to give it yet another try with the make up of a Hippie wig and shorts etc. All in vain, the same lady catches him again and greets him "Hi Dravid!".

Bewildered by now, he could not help asking, "How did you recognise me?"

The lady replied - "I am Sachin!"

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12 comments:

Dileep said...

I would like to mention the new Pepsi-gold ad where kids have replaced the blue billion but with the same old statement - "
We will bring the world cup after 4 years" :)

Sabu Mangalasserril said...

oh yes dileep ..thanks for the insight... so the guys who have spend a fortune on the cricketdom is slowly wriggling out... good news eh?

anthara sharma said...

well said sabu, but is it also not true that no one beleives endorsements any longer? how can you still call it as a strategy?

PKC said...

It is clear that you guys support the cricketers at this point. True, that endorsement is not the culprit of the situation. But I believe they just did not have the pride of wearing India Cap at the world cup.

Other players from foreign nations are proud to be in the team and there, its no guarantee that once in the team, forever the member. You constantly need to perform for the nation.

Well, I dont see such a feeling among the Indian cricketers. however harsh it may sound, this seems to be the fact.

The whole political environment that has been created since the entry of Greg as Indian coach has ridiculed the Indian game.

Wear pride when in Cap India...is my message to the cricketers.

anirban chattergee said...

PKC is right and hard hitting. Advertising guys should behave more responsibly, which is not happening now. sad but true.!!

Anonymous said...

hahahahhahaha very good stories .hope the shameless reads it too !

Dhivya said...

great post! and I can only say I second your opinon Dhoni was going berserk he was/is endorsing Mysore sandal soap and some brand of celieng fans!!!

Ram Avasthi said...

Its a disease as you feel..Over use of anything is bad. How about a joint work in a related area? I have send a mail to your G mail id.. kindly reply...

Sabu Mangalasserril said...

Anthara, PKC ,anirban, dhivya and ram.. thanks for the comments and the insights. Thisis my humble effort to tell the ad world that its time for an introspection. thanks for the support...

Marc stevenson said...

Everytime you write I get more clear about India and its advertising Industry. Guess you should write more ,rather than leaving the blog to the mercy of your team mates. BTW why are most of them silent these days?
Good post and wanting more....

Anonymous said...

cricket obsession everywhere, even in this blog, now let us move on ..please

Diganto bhattacharya said...

well the post is cool but the obsession comment is true as well. But adformula is saying to move on and not to stay back with it. the previous comment is out of ignorance. what next..? the fan club is waiting for the next post.

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