Fighter Yuvraj back in the endorsement bandwagon

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Updated: Monday, August 13, 2012, 16:23 [IST]
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Yuvraj's brand value to double soon

New Delhi, Aug 13: Ever since he was picked for the final squad for ICC World T20, India's flamboyant batsman has been on cloud nine, as he has been highly successful in making a comeback to the national side after recovering from the dreaded disease.

Selectors reposing faith in the stylish left-hander has opened another big window for Yuvraj as the advertising world is unable to hold its excitement to rope the flamboyant batsman as he has been flooded with advertising offers.

According to an agency that manages Yuvraj's endorsement deals, reveals that advertisers are keen on signing the deal with the World Cup winning hero, now a warrior who has fought hard to recover from a rare germ cell cancer as the CEO of the company Bunty Sajdeh told Hindustan Times saying that advertisers are keen on knowing the brand strategy and the availability of the cricketer.

Though he was recovering from a rare germ cell cancer, his health never posed a threat to his brand value but his endorsement fee is expected to double soon, feel experts.

"As he will get choosier about the brands, at least for the first six months, there would be a definite price escalation," Sajdeh told Hindustan Times.

According to sources, Yuvraj has been endorsing 5 brands which fetch him Rs 15 crore per year.

While a few more brands from various sectors have shown interest in roping him as their brand ambassador, said another expert.

Since he is more matured as an individual and he has undergone a lot of pain on the road to recovery, he is conceived as a real-time fighter, which makes it more special as advertisers have come up with various avenues and brand extensions.

"Along with his flashy, flamboyant image, he has developed a mature and real-time fighter portrait, which opens several avenues and brand extensions," Arora added.

"Anything riding a sympathetic wave is always hot," said Navonil Chatterjee, vice-president, JWT, a top advertising agency based in the United States.

"His comeback will push interest levels up dramatically as the viewers are waiting to catch a glimpse of his performance post illness," Chatterjee added.

With many advertisers banking on Yuvraj Singh, the warrior has eventually been the winner, despite his nightmare earlier this year.


Story first published:  Monday, August 13, 2012, 10:56 [IST]
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