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Posted: January 1st, 1970
Rahul Dravid is one of the most experienced cricketers in the Indian National Cricket Team and amongst the best classical Test Match batsmen in the world. He might not be the most gifted player like Sir Don Bradman or Sachin Tendulkar but because of his steady and methodical technique, he made his mark in the Indian Team and once he established himself at the vanguard of a new, defiant generation, there was no looking back. He was awarded the ICC player of the year and the Test player of the year at the inaugural awards ceremony held in 2004. At one time he donned the wicket keeping gloves in order to provide balance to the team thus helping India to reach the World Cup finals.
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Reebok was one of the brands that Rahul Dravid endorsed during his early cricketing days. The moment he bursted upon the scene, Reebok made the move to engage this batsman with technical proficiency and stylish stroke play. Endorsing his bat was the first step by Reebok and an intelligent one as the bat has very high visibilty during any cricket match. He became one of the main pillars of Indian Cricket Team and thus a regular in Reebok commericals thereon. In 1997, Rahul Dravid featured in a Reebok ad with the communication message as ‘Tommorrow is Mine’ and to compliment that he has done every thing right since then.
(1997 – 2008)
Rahul Dravid had been associated with Pepsi for more than a decade. It is one of the few brands that Rahul endorsed at the beginning of his career. Pepsi has always focused on young blood in their commercials as well as promotions. They signed Rahul when he took over from the legacy of Azhar and Kambli in the Indian Cricket Team. This can be justified from the recent dropping of him and Sourav Ganguly as the Brand Ambassadors of Pepsi. They have been replaced by youngsters like Rohit Sharma and Ishant Sharma. This reflects the brand image of Pepsi who always chooses its Brand Ambassadors depending on the situation and not loyalty.
Rahul’s father Sharad Dravid worked for ‘Kissan’ at Bangalore, the company which was famous for manufacturing jams and preserves. Also, Rahul Dravid himself was very fond of jams and squashes in his childhood; hence he was fondly nicknamed ‘Jammy’ by his parents and friends. The TV commercials featured him for a while during the start of his career. This endorsement helped popularizing his nickname more than helping the brand considerably.
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(2001 – present)
Castrol is the second largest player in the Indian lubricant industry and is the market leader in the retail automotive lubricant segment. It manufactures and markets a range of automotive and industrial lubricants.
Castrol’s list of brand ambassadors includes high profile names in the field of sports such as footballers Cristiano Ronaldo and David Beckham, along with cricketers Rahul Dravid and Adam Gilchrist. Rahul Dravid has been present in the international arena for more than a decade and the consistency he has shown in all the forms of the game is incomparable. Performing at the top most level and delivering time and again, that person is Rahul Dravid and he is quite synonymous with the brand Castrol’s communication as the performance partner of many sports events all around the world. Castrol is the performance partner of ICC World Cup 2011 and the only brand which is being endorsed by Sachin during the world cup. Already not a part of the Indian One Day International cricket team, this deal could be disadvantageous for Rahul Dravid.
(2005 – present)
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BoB has 2,800 branches and 25 million customers but it did not appear to be a dynamic, throbbing bank. It wanted to change its perception and position itself as one of the premier financial institutions. BoB spent about Rs.80 crore on a high-profile rebranding campaign, including Rs.5 crore on its brand ambassador, the then Indian cricket team’s captain, Rahul Dravid. The roping in of Rahul Dravid as its brand ambassador was an offshoot of the urge to present the bank as a charismatic frontrunning financial entity. He symbolises honesty and humility and brings a rare dedication and commitment to his profession. Quite aptly he’s referred as ‘Mr. Dependable’. In many ways, his personality reflects the Bank’s approach to business — hard work, dedication and total commitment. BoB gave him an opportunity to showcase the Bank’s qualities of being a reliable and consistent player over a period of time.
The earlier BoB brand had no recall value. People had a very cluttered image of the bank.
The challenge was to enlist prime customers, a lot of whom were being pampered by private sector banks.
They introduced customer convenience initiatives like 350 branches started working from 8am to 8pm. They added 400 ATMs and converted eight branches to offer 24-hour banking. The advertisement campaign said it all. They had Dravid saying: “sab kuch badal raha hai … hamara bank bhi badal raha hai. (Everything’s changing … our bank is also changing).” It is now positioned as “India’s International Bank”.
In the first 45 days of the Rahul Dravid campaign, their marketing staff enrolled 12.6 lakh more customers and mobilised Rs.650 crore of savings account deposits. Students and professionals would not look at BoB earlier. They started getting attracted by the involvement of Rahul who was an idol for many because of his clean image, hardwork and the respect he garnered in the international arena.
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(2006 – present)
The construction companies in India are betting their money on celebrities to build a strong brand image for their developed projects. Celebrity signatures have become a key ad mantra for many construction companies. Such endorsements are not without the bouquet of non-tangible benefits. Rahul Dravid was roped in by Skyline Real Estate and communicated as ‘the wall’ for Skyline Housing and Construction. He is called the ‘The Wall’ of Indian Cricket Team because in a side bristling with dashing batsmen, he frequently played the sheet anchor role to perfection, thus laying a solid foundation. This is synonymous to what a Real Estate company is all about, strong foundation.
(2006 – present)
Citizen Watches, the premium Japanese watch manufacturer appointed Rahul Dravid as the Brand Ambassador to endorse the Citizen Eco-Drive range of watches for men. Citizen is a distinctive watch brand with modern & independent attitude. Rahul Dravid as the Brand Ambassador embodies the spirit of confidence, leadership & independent nature. He reflects the attitude & values of living life by being true to himself, his beliefs & convictions. Rahul Dravid epitomizes a unique spirit that Citizen Eco-Drive watches also reflect. These watches are independent as they never need a battery, unlike other watch brands which are dependent on their batteries. It’s the perfect confluence of style and substance, aesthetics & state-of-the-art-technology. Along with Kareena Kapoor, the Brand Ambassador for ladies watch range, the Rahul Dravid association helped the brand achieve new milestones.
(2007 – present)
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After endorsing Gillette, Dravid joined the elite club of global sportspersons, including Roger Federer, Thierry Henry and Tiger Woods, all of whom endorse the men’s grooming brand. Dravid was integrated into the Gillette Winner brand programmes in India, which were leveraged through multi-faceted marketing initiatives, including print and broadcast advertising, consumer promotions, POS materials, online support and public relations. The Gillette Winners programme was a new platform that built on the brand’s rich history in the world of sports and epitomized these sportspersons’ commitment to ‘Be your best today’. Dravid became the fourth sport icon to join this exclusive Gillette Winners league. He has proved what it takes to be the best today and a winner on the pitch. He was chosen not only for his outstanding sports performances, but also for his performance off the field, for his ability to inspire young men, for being every bit the gentleman that he is, and above all, for being an icon of true sporting values. On the personal front also, Rahul Dravid has never sported stubble or a beard. Hence, there is perfect imagery fit.
(2005 – present)
Max New York Life Insurance is a global life insurance expert with a heritage of over 160 years and is a company that is setting standards in the quality of advice its sales force offers to its customers. Rahul Dravid is someone who embodies the qualities of dependability, caring and understanding, along with honesty and efficiency. He is a role model for most young Indians and being among India’s most admired sportspersons; he is the right brand ambassador for a company that wants to become India’s most admired life insurance company. He represented the Max New York Life brand in a number of fun and surprising ways.
Rahul Dravid is a perfect Brand ambassador for products like Reebok, Gillette, Bank of Baroda, Citizen, Max New York Life Insurance and Castrol. All these products have been able to create a very strong association with one of the characteristics of Rahul Dravid which the public is aware of. That includes the imagery of a dependable, reliable and dedicated sportsperson who has garnered respect all over the world.
Out of the brands endorsed by Rahul Dravid, I believe that Skyline Real Estate and Kissan were not really in sync with the imagery that is associated with Rahul Dravid. Out of his portfolio, he shall eliminate Skyline Real Estate because the brand is not so well recognised in India. Similarly, Kissan jam no longer shall be endorsed by him as he is now one of the senior cricketers in the Indian cricket team who is known for being responsible and play maturely.
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Having reached the maturity stage now, Rahul Dravid can consider endorsing brands in the category of:
Suitings such as Raymonds: With the tagline “The Complete Man”, Raymonds shall be a good fit in the brand portfolio of Rahul Dravid as he would be known as a responsible family man who has achieved great victories in life. Also, he has a clean image and has never been involved in controversies throughout his career.
Family Cars like Maruti Alto: Rahul Dravid is ranked number one not just because of his performance but he is perceived as being Mr.Nice and enjoys mass appeal. Cars like Maruti Alto are popular due to their fuel economy and dependability.
Rahul Dravid has almost reached the last phase of his career. Though he is a regular test cricket player, he is no longer a part of the one day cricket squad or T-20 international cricket team of India. Hence, he shall be very careful with the brands he chooses to endorse now. They shall build upon his image of a dependable sportsman but shall also establish himself on other fronts such as more of a family man.
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