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} Medals To Endorsement - Brands Make Way For Olympic Stars!

Remember the television commercials that had your favourite cricket icons rubbing shoulders with Bollywood stars for cola brands? The landscape of brand endorsements has been dominated by celebrities from these two ‘pillars’ of society, well not anymore!

Cricket sensations MS Dhoni and Virat Kohli are all time favourites of brands for various endorsements. But now, the dynamics seem to be changing as Brands are eyeing on Olympic Stars like Sushil Kumar, Sakshi Malik, Rishank Devadiga, Punam Yadav, Manu Bhaker and more.
After years of hard work, Indian athletes may finally get their due. With Olympic athletes PV Sindhu, Sakshi Malik and Manu Bhaker currently in the spotlight for their impressive performances, advertisers are making a beeline to cash in on their popularity.

Similarly, continuing from its association and strong support towards home –grown sports of the country like Kabaddi and Wrestling, Tata Motors, India’s leading automotive company recently introduced its brand new campaign “DeshKeTruck” featuring Sushil Kumar, Bajrang Punia, Sakshi Malik, Rishank Devadiga, Monu Goyat, among others.

This renewed focus on other sports and the breakout success of athletes in the Olympics, have had major brands making a beeline to sign up sports celebrities other than cricketers, and badminton star PV Sindhu is leading the way.

Going further, athletes also stand for certain values like determination. Hence, brands find “something within their character” that matches with them. Also the stories of these Olympians are also compelling that can make brands tap on the right nerve of the customers. 
 



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