Financial Daily from THE HINDU group of publications
Tuesday, Jul 30, 2002
Marketing - Promotions & Offers
The Sachin turbo charge
CHENNAI, July 29
A NEW ad-film, in which Sachin Tendulkar once again endorses TVS Victor, could hit the TV screens "any time now". And, pretty soon, Sachin will be lending his image for other TVS motorcycles too.
"We hired Sachin not just to promote TVS Victor, but the TVS brand itself," Mr Venu Srinivasan, Managing Director, TVS Motor Company, told a news conference here on Monday. And, Sachin had done wonders for the brand, he said.
Mr Srinivasan attributed the nationwide success of TVS Victor to Sachin's ambassadorship. He said that in April and May, the company had cut down advertisements, and the sales grew slower too.
In the South, the TVS brand is well established, he said. But in the other regions it needs to be promoted. That is where Sachin comes in, he added.
A problem with Sachin is his tight diary, which hampers holding of events with the master blaster, but the cricket icon is reckoned to be still worth it. Even though, company officials agree, the batting legend is rather "over-exposed".
Sachin's managers have given dates to do another ad-shoot which is expected to give another boost to the TVS brand.
Company officials do not want to mention any figures of how much Sachin costs, but those in the ad industry put it around Rs 12 crore per year.
TVS Motor Company's President, Mr C.P. Raman, said that the company spends around five per cent of its turnover on product promotions. Last year, the company achieved a turnover of Rs 1,944 crore, which means its ad-spend could be in the region of Rs 100 crore.
This year, it will be higher because the turnover is also expected to be more than last year. TVS Motor Company expects to launch two new products by the end of this year, apart from a new-look Fiero.
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