Recently The #Hero Group endorsed #Tigerwood as its Brand ambassador

Dear VBS,

Recently The Hero Group endorsed #Tigerwood as its Brand ambassador for a period of 4 years paying hefty amount of @50 Cr. Rupees. I personally feel and the industry feels Hero group had paid more than it’s worth-whatever the Tiger wood image can give it return to the brand. According to me no Indian Brand should spend so much on an icon Ambassador and it would cost the investors and the Company’s profit in long run. What you think?

Sir,

Tigerwood is an international icon. If he wears a T-shirt with Hero Group’s logo or wearing a cap the Brand will get free TV coverage across the US and European market. But, if they hire a Bollywood icon they have to pay for every channel to carry the ad –an extra cost the Brand has to bear in long run. Besides all these, the videos of every game played by Tiger wood posted on various platforms including YouTube will get millions of views, again free of cost. These benefits no Bollywood icon can give...and they charge only to appear on the Commercial…TV telecast is an extra cost as I had already mentioned.

The philosophy is same. If a brand associates with a global icon the image of the brand automatically gets elevated. This is like you are creating a link with your website to another site with high ranking. Your site gets better ranking on search engines.

According to me...as the Hero Brand is longing for an international image they have to start sponsoring international sports like FIFA cup and other global events. This will get the brand free viewership on various western TV channels which are otherwise very costly to get...

Regards

 V Bright– Brand Doctor and Creative Consultant

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