Karmakar vaults into ad world

Meenakshi Verma Ambwani New Delhi | Updated on January 17, 2018

Dipa Karmakar competing in the women’s vault finals REUTERS

Four-five brands eyeing endorsement deals in the range of ₹35-40 lakh

Dipa Karmakar’s near perfect ‘Produnova Vault’ may not have got her a medal at the Rio Olympics, but she did win many hearts.

The Indian gymnast who set the social media buzzing has also caught the attention of brands. Talent managers believe Karmakar’s endorsement deals could vault ₹35-40 lakh.

Neerav Tomar, Managing Director & CEO, IOS Sports & Entertainment, the marketing agency of the Indian Olympic Association, said: “There are 4-5 brands which have evinced interest to rope in Dipa Karmakar for endorsement deals. She has emerged as a symbol and an inspiration.” At present, she is not managed by a sports management firm, and multiple outfits may make a pitch to officially represent her. Celebrity managers believe she has emerged as a sporting symbol similar to PT Usha. A nutrition company, a pain-relief brand, a cement company and a consumer electronics brand are learnt to have already evinced interest in signing her up for brand association deals.

Indranil Das Blah, Partner at Kwan Entertainment and Marketing Solutions, said that some brands could definitely look at signing her for endorsements deals.

Brand expert Harish Bijoor said: “Vault is a kind of perfectionist sport that requires grit and says a lot about the athlete’s mental and physical capabilities. Karmakar has a sense of panache and promise that makes her an excellent choice to become an ambassador for a brand.

“I would recommend that brands should not just sign her for a one-off deal, but make her an integral part of their brand DNA and back her for the next four years.”

Published on August 17, 2016

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