Coke Ropes In Sehwag As Brand Endorser

Coca-Cola has signed up Delhi-based cricketer Virender Sehwag as a brand endorser. Sehwag was chosen on the basis of his consistent and exciting performance in the past eight months.

Shripad Nadkarni, vice-president, marketing, Coca-Cola India, said, "Sehwag is an exciting and consistent player who has moved up the ladder the hard way. We, therefore, feel that this will be the right kind of association with Coke."

Nadkarni refused to divulge the signing figure. As of now Sehwag is the only cricketer related to Coke's promotional programmes, though the company is exploring other possibilities.

The batsman has been signed up for two years. This is Sehwag's first big-time contract, though he has an agreement with Britannia which allows the company to display its logo on his bat.

 

Speaking on Sehwag's behalf, Latika Khaneja, director, Collage Sports Management (the agency handling the cricketer's endorsement assignments), said, "We are glad that as the lone cricketer endorsing Coke, Sehwag is not going to play second fiddle to anyone else. He will carry the onus of the brand on his shoulders."

It is worth noting that Sachin Tendulkar, whom Sehwag resembles in looks and style, is the brand endorser for Coke's rival Pepsi.

Khaneja is optimistic that the contract will open the floodgates for Sehwag in terms of endorsement offers. "Sehwag has been ignored up to now, but this contract will make other advertisers sit up. Moreover, the Bollywood glamour associated with Coke will add to his image," said Khaneja.

Collage also manages cricketer Dinesh Mongia's endorsement programmes and is likely to add Sanjay Bangar to its roster.

Coke has not taken any concrete decision on the campaign plans with Sehwag. It is expected that Sehwag will be doing ground promotions for the company to start with.

Coke is also breaking its summer campaign television commercial (TVC) today during prime time across all cable and satellite channels. The 60-second TVC is going to have former Miss World Aishwarya Rai as the brand endorser and 'Life Ho To Aisi' as the punchline.

The company has also signed up film actress Sonali Bendre for Limca and a new TVC featuring her is likely to break by the month-end.