Kumble to promote Wipro's Santoor brand

Shilpa Phadnis, TNN Feb 21, 2011, 09.37pm IST

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(Kumble to promote Wipro's Santoor brand)
BNG#: The `jumbo' is back in action. This time, it's oII the Iield. Wipro Consumer
Care and ighting (WCC), part oI IT major Wipro, has signed up nil Kumble to promote
its Ilagship brand Santoor. Industry sources say the two-year endorsement deal may be valued
at around #s 2 crore, including brand promotions on TV, print and radio.

With India playing co-hosts to the World Cup, brands are counting on cricketers to get extra
mileage. "Santoor is positioned as a young brand and Ior the Iirst time, we have roped in a
cricket star to promote it," said WCC senior VP nil Chugh. He said the company had a
script woven around cricket that demanded a mature cricketer to be a part oI it. "nil Kumble
Iits with our brand personality and is best suited Ior a role oI a respected cricketer and mentor
Ior young aspirants. With two mega cricketing properties (World Cup and IP), it makes
sense to bring Kumble on board," he said.
The #s 750-crore Santoor brand, which has soaps, deodorants, and other skin care products,
has roped in the leg spinner to build an association with cricket and women Ians. The
commercial captures the spirit oI a Santoor woman beating a gang oI boys in a game oI
cricket. "The challenge was to use the growing trend oI women enjoying cricket while
simultaneously communicating what the brand stands Ior in an entertaining manner," added
Chugh. DraItFCB Ulka is handling the creative and the TV commercial will go on air this
weekend.
dvertising experts say Kumble's Iortunes have grown over the years, but it's still a Iar cry
Irom what his younger colleagues get. Sources say that newbie Virat Kohli's endorsement Iee
has shot up Irom #s 75 lakh to #s 1 crore. Ditto with Suresh #aina, who is not a regular in
the cricketing circuit.
"Typically, bowlers get a Iraction oI what batsmen get. Kapil Dev is an all rounder. He still
manages to get endorsements. However, Kumble is perceived as a strong brand that can add
value to, say, banking and insurance products. He's not a me-too brand to sell anything and
everything," said Percept Holdings joint MD Shailendra Singh. dvertising gurus say that the
transition in Kumble's career graph to a mentoring role has given him the image oI a
strategist and innovator. He has previously endorsed brands like Indigo Nation, Manipal
ducation, ING Vysya and lliance Group.
Sony India, PepsiCo, Castrol, #eebok, didas and others are leveraging on cricketers Ior
brand promotions. Companies have revised upwards the endorsement Iees oI cricketers by
25-35 in the last year and a halI, a consequence oI the sporting extravaganzas. "But the
caveat here is the team perIormance. II India is out in the quarter-Iinals, individual price tags
will drop," Kwan ntertainment VP Indranil Blah said.
run Pandey, president oI #hiti Sports Management says the industry has seen a 30 jump
in endorsement Iee. "We were Ilooded with oIIers to sign up Dhoni Ior #s 9 crore per
endorsement. Sony India signed up Dhoni Ior something close to this last year. It all depends
on the cricketer's perIormance in the last 3-4 years," he said.

nil Chugh, senior vice-president at Wipro Consumer Products, which has used regional
actors like Paresh #awal , Malayalam actor Jayaram , Kannada actor #amesh rvind and
Tamil/Hindi actor Madhavan Ior its Santoor soap and South Indian actress Mamta Mohan
Das Ior Chandrika soap.
"In case endorsements by regional actors can add value to the creative story line, we will
evaluate using them again," Porwal says.
Wipro has now roped in Tamanna as well.