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Tag: Yuvraj Singh

  • Asset Management Ventures to manage Yuvraj Singh’s entire portfolio

    MUMBAI: Asset Management Ventures, a new venture of the Sanjay M. Lal-led Assetz FZC, has bagged the rights to manage cricketer Yuvraj Singh’s entire brand portfolio. This will include the Yuvraj Singh Foundation, Yuvraj Singh Centre of Excellence as well as his personal time for endorsements, ambassadorship and appearances. Cornerstone was earlier managing him.

    Lal said, “Asset is a key initiator of the Celebrity Business Creation & Management Category in India. It is a matter of privilege that Yuvraj has awarded us the mandate for his entire portfolio and I am sure that with our vast experience and reach asset will become an asset for him.”

    Lal, who set-up PDM International at Dubai in partnership with Percept, started Assetz FZC and Asset Communications to offer 360 degree innovative brand solutions and through the line
    communication consultancy. Asset Communications stands for activation, sports, services, entertainment and talent.

    Lal, in a career span of close to two decades with Percept D’Mark and later with PDM International, has managed and marketed cricketers like Sourav Ganguli, Yuvraj Singh, Zaheer Khan, Virat Kohli, to name a few. He has also handled numerous deals with some of the biggest Bollywood artists like Shah Rukh Khan, Hritik Roshan, Rani Mukherjee, Preiti Zinta, Priyanka Chopra and Daler Mehndi.

    The International & Indian ventures, in a short span, have positioned him and asset as the region’s leading Sports, Entertainment and Brand Consultancy Expert. The asset team has developed a Talent Market concept with a library of over 22,000 artists from across the globe and every form of talent is accessible through the Dubai office of asset.

    Asset Management Ventures is focused on managing and marketing a celebrity’s commercial time and to establish and nurture their career paths beyond their current professional commitments. The vision is to start initiatives with celebrities that intertwine their core competencies with their passions and run and manage the ventures professionally for them on an on-going, long term basis.

    A sports marketing expert feels that Yuvraj‘s comeback to the Indian cricket team after cancer will be key in terms of what endorsements he brings to the table.

  • Birla Sun Life Insurance launches new campaign with Yuvraj Singh

    Birla Sun Life Insurance launches new campaign with Yuvraj Singh

    MUMBAI: Birla Sun Life Insurance (BSLI) has launched a new 360 degree campaign continuing with its strategy to provoke mass India into realising and appreciating the many critical and relevant roles that insurance can play in their lives. Brand ambassador Yuvraj Singh will feature in the ads.

    The creatives of the campaign are credited to JWT (Mumbai).

    Aditya Birla Group chief marketing officer – financial services Ajay Kakar said, “Today‘s Indians have tasted never-before success in the early years of their working life. This unprecedented material success gives them the confidence and belief that the good times will continue, uninterrupted, and they will live and enjoy all their ambitious dreams, one by one.”

    With a new campaign for their Wealth with Protection Solutions, BSLI and Singh have come together to provoke them to insure their lives through the highs and lows that life can have in store for them.

    Kakar added, “We have used Yuvraj Singh as our philosophy ambassador to share his personal belief and experience – also a reality of life – that ‘Jab tak balla chaltha hai, thaat hain. Jab balla nahin chalega tho…’ (‘You rule, only till your bat rules’). We aim to provoke and inspire mass India with the personal triumphs, trials and tribulations of Yuvraj, who like a Phoenix, never accepts defeat. He just keeps working to combat the challenges that life and cricket have thrown his way, to bounce back.”

    Speaking on the new communication campaign JWT VP and ECD Nandita Chalam said, “Over the years people have started associating the BSLI brand strongly with the concept of “Balla”. The ad is set within a stadium, with Yuvraj sharing his story, talking to mass India through the camera, conversing in a real, true, down-to-earth manner. The tonality of the ad is candid, honest and more importantly, it connects.”

  • Puma ropes in Yuvraj Singh as brand ambassador

    Puma ropes in Yuvraj Singh as brand ambassador

    MUMBAI: Puma, the global- sport- lifestyle brand, has roped in Indian cricket team all rounder Yuvraj Singh as their brand ambassador.

    Singh will now be the face of Puma‘s new #Love 12 campaign launched especially for Puma and Singh‘s fans.

    Puma India MD Rajiv Mehta said, “Yuvraj Singh is the quintessential athlete for Puma. He epitomises the youth of today with his forthright personality, which exuberates confidence. He is an all rounder and his versatility allows the youth to connect to him instantly. With his talent and charisma, Yuvraj is an aspirational personality and an ideal choice to represent Puma.”

    Talking about the association, Singh added, “A strong brand like Puma needs no introduction; it gives me immense pleasure and satisfaction to be associated with a leading sports lifestyle brand like Puma which embodies style, fun and passion. For me, joy and passion are the most important elements of cricket and this drives me to continually improve myself as a cricketer and as a person. Puma shares these same values and I am looking forward to this alliance.”

  • Hindi GECs play in tough World Cup turf

    Hindi GECs play in tough World Cup turf

    MUMBAI: The cricket World Cup is eating into the share of the other popular genres including the Hindi general entertainment channels, reinforcing the mass reach that the sport enjoys in India.
     
    For the three weeks since the World Cup started, the sports genre has seen a boost across the country as Indians have watched Sachin Tendulkar, Virender Sehwag and Yuvraj Singh bat to glory.

    While it may be good news for advertisers who have put big monies on the event, it is the executives of the Hindi GECs who have had to face the World Cup googly.
     
    GECs in the Hindi speaking market (HSM), which prior to the World Cup had a genre share of over 40 per cent, have seen a major flight of viewers to the cricket telecast.

    The Hindi GEC genre shrinks from 41.22 per cent in week 6 (30 January-5 February) and 40.53 per cent in week 7 (6-12 February) to 35.58 per cent by the end of week 10 (27 February-5 March), according to Tam data. And the fall is consistent. In week 8, Hindi GEC genre had a genre share of 38.46 which fell to 36.65 per cent in week 9.

    The sports genre, which was at 1.6 per cent in week 6 and 7, grew from 6.15 per cent (week 8) to 7.45 per cent (week 9) and finally to 9.45 per cent for the week ended 5 March.
     
    In the All India market also, the sports genre has seen a massive jump. It was a mere 1.61 per cent of the whole TV viewing universe in week 6 and 1.59 per cent in week 7. However, it grew consistently to 5.72 per cent in week 8, 6.82 per cent in week 9 and reached a whopping 8.84 per cent by the end of week 10 (27 February-5 March).

    Viewers are particularly hooked on to the India matches and the genre has gone up by over 7 per cent.

    In the All India market also, the Hindi GEC genre has fallen to 25.91 per cent (week 10) from 29.91 per cent in week 6.

    Clearly, when it comes to the pinnacle of cricket when the country‘s glory is at stake, there is no beating it.