Chairman and Managing Director Akuri Srinivas Reddy announced on Saturday that the company has signed cricket legend Sachin Tendulkar as its brand ambassador for a three-year term. Mr. Reddy also said that “the process” tied to the appointment is expected to be completed within the current financial year.
Deal details and timeline
The agreement with Sachin Tendulkar covers a three-year engagement. Company leadership has described the arrangement as a strategic move to strengthen its consumer-facing presence. While the CMD confirmed the expected completion of the procedural steps within this financial year, specific financial terms and campaign schedules were not disclosed.
What the phrase “the process” likely covers
- Finalizing contractual and legal formalities related to the ambassador appointment
- Coordinating initial campaign creative and rollout plans
- Aligning stakeholder approvals, including board oversight and compliance checks
Why Sachin Tendulkar?
Sachin Tendulkar brings significant brand equity. As one of the most recognizable sports figures in the country, his association offers instant recall and trust. Companies traditionally choose high-profile ambassadors like Tendulkar to:
- Boost brand visibility across diverse demographics
- Create emotional resonance by linking to a respected public figure
- Leverage credibility for new product launches or rebranding efforts
Marketing strategy and expected impact
Pairing a well-known personality with a clear marketing plan can accelerate audience engagement. The company is expected to integrate the ambassador role into a multi-channel strategy that may include television, digital, retail activations, and corporate events. Short-term benefits often include increased media attention and heightened consumer interest. Over the medium term, the move should support brand recall and potentially drive sales, depending on execution.
Key performance areas to watch
- Brand awareness metrics and social media engagement
- Conversion rates from specific campaigns featuring the ambassador
- Customer sentiment and trust indicators
- Return on marketing spend compared to prior campaigns
What stakeholders should expect next
Investors and consumers can expect more details as the company completes the formalities. The immediate next steps will likely include an official launch campaign featuring Tendulkar, followed by phased marketing activities aligned to the business calendar. Operational teams will focus on campaign readiness, media buys, and creative production to ensure a smooth rollout.
Overall, securing a high-profile figure for a three-year term signals a deliberate push to elevate the company’s public profile. Completion of the process within the same financial year suggests management intends a relatively swift transition from announcement to active promotion.