Sachin – not the right choice any more?
PepsiCo has ended a 10-year relationship with Sachin Tendulkar, reportedly because the beverage giant felt the master batsman, at 35 and in indifferent form, is not as big a youth magnet as he used to be.
Also, at 40-50 million rupees a year (about $1 million), he was a tad pricey.
Pepsi, which recently also parted ways with former captains Rahul Dravid and Saurav Ganguly, has signed on such young cricketers as Ishant Sharma and Rohit Sharma for its “youngistan” campaign, targeted at a younger demographic in a country where half the population is below the age of 25 years.
At least one ad in the new campaign features Shah Rukh Khan, the 42-year old super star, although in the role of an older — the glasses are the giveaway — guardian to the young actor Deepika Padukone and beau Ranbir Kapoor.
So are ageing movie stars surer bets than ageing cricketers? Tough question in a country that’s obsessed equally with both. But there are some telltale signs.
Ever heard of an actor’s house being vandalised after a movie bombed at the box-office? Even Dhoni has had his home attacked after recent defeats.
In the world of celebrity advertising, marketers appear to have a lemming-like approach to cricket: one big knock or wicket haul has them all beating a path to the door of the cricketer du jour, with the result that the recent Twenty20 extravaganza was a blur of cricketers on field and off it, endorsing everything from styling gel to lubricants.
its not that sachin has grown old or sharukh is getting younger,but the main thing is ” PERCEPTION “. we dont raise an eyebrow when 42 year old shahrukh romances with 21 year deepika padukone. but we will question the selection of a 34 year old rahul dravid in an ODI team.