Following the announcement of Sachin Tendulkar's retirement on 10 October, Campaign India caught up with adlanders to find if/how 'Brand Sachin' has changed from 1998 (one of his biggest peaks) to the present day.
Here's what they had to say, when asked to name five attributes, then and now:
| 1998 | 2013 |
| Young |
Inspiration for the next generation |
|
The promise of tomorrow/ The future of cricket |
A role model on how to go when the going is good. Otherwise there’s a fixation and you don’t know how to go. |
|
Person to watch out for |
Mature |
|
A role model for India |
Not hungry for glory |
|
Confident |
Proven himself |
Dheeraj Sinha, chief strategy officer, South and Southeast Asia, Grey Group:
| 1998 | 2013 |
| Performance | Larger than life |
| Magical | Inspiration beyond sports |
| Success of the 'middle class, good boy' | A litte 'has been' in terms of performances |
| Match winner for team India | Leadership |
| Best of sports we had in India in terms of performance |
Respect |
| 1998 | 2013 |
| Performance | Confront matters |
| Team was important | Team is important |
| Maturity - Success didn't get to his head | Maturity - He's matured just as one expected him to |
| Youth Icon | Youth Icon for a slightly older age |
| Humble and shy |
English has improved |
"In terms of brand values, I don't see much change as his brand has now achieved a timeless quality. He beats the test of time, and as he gets older, his values last forever. They go beyond immediate batting performance."
| 1998 | 2013 |
| Genius | Genius |
| World's best | World's best |
| Icon | Icon |
| Legend | Legend |
| God | God |
Lloyd Mathias, director, GreenBean Ventures:
| 1998 | 2013 |
| Youthful | Perfectionist |
| Genius | Dedicated |
| Reliable | Record breaker |
| Team player | Super achiever |
| World Class |
World Class |
Mahesh Chauhan, co-founder, Salt Brand Solutions:
| 1998 | 2013 |
| Promise | World beater |
| Prodigious talent | A statesman |
| Maturity beyond years | Stands for excellence and endurance. |
| Tenacity | Role model |
| Excitement | Journey well traversed with the head firmly in place and feet planted on the ground |
Navroze Dhondy, founder and managing director, Creatigies Communications:
| Constant | Changes |
|
He was always seen as somebody who was never too bold or in your face. Not flashy and short term.
|
He has changed a lot since then, from being 'Every mother wanted to have a child like him'. Today, he’s moved from being a 'Superstar Child' to the Superstar himself.
|
|
Ability to withstand stress. Not just withstand stress of the best bowling in the world but that of the expectations of a billion people. This is more demanding.
|
What has changed is when he began his career (up to the last few years), he was the common man’s dream. A hundred per cent of his brand endorsements were for brands like Boost, Adidas and MRF. In the last few years, he has gained a luxury halo around him, and therefore brands like BMW, RBS are looking at him as a brand ambassador. Common man to style icon.
|
| 1998 | 2013 |
|
In 1998 Sachin was the prodigal son.
The promise of an era to come.
He was the answer to many prayers of victory.
The destroyer of reputations.
|
Today Sachin is like Ganesh. We've revered him, celebrated him.
And now we're all waiting for the visarjan day.
The day we can see him off with great fanfare.
Today the prayers are for him, for him to fare well.
And he's the prized scalp that'll make someone's reputation.
|
Satbir Singh, managing partner and chief creative officer, Havas Worldwide:
| 1998 | 2013 |
| Young | Legend |
| Winner | Baby Voice |
| Baby Voice | Nostalgia |
| Strength and solidity | Strength and Solidity |
| Dependable |
Super Rich |
| 1998 | 2013 |
| Someone who grew on the basis of his ability and not 'Jaanta hai mera baap kaun hai'. | Senior most. Called Paaji by team members and he's been there, done that by trying his best |
| Competed globally | Mature |
| Performer | Person who's sitting on his past laurels |
| Young | Controversy-free and not flashy |
| Aspirations a young Indian could achieve |
Trustworthy |
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