Sourav Ganguly is a man of abundant masses and now after being empowered as the chief of the Board of Control for Cricket in India (BCCI), his brand value is only going to rise in the national and regional markets.
As the power increased in the hands of Ganguly from being the president of the Cricket Association of Bengal to the president of BCCI, his brand value also elevates in the digital world. After being appointed as BCCI president, fantasy cricket platform My11Circle has roped in Ganguly as a brand ambassador.
After Sourav’s retirement, he crafted an unconventional image of himself as the host of a popular Bengali game show named as Dadagiri.
Ganguly is already the face of many real estate projects in Bengal and also has signed a deal with a big designation like Puma, Burnpur Cements, Cycle Agarbattis. Senco Gold and diamonds consider him as it’s brand’s face as Sourav took this single community to a national level and worked for them for more than 5- years.
Brands usually do not love to work with people who are not anodyne. There is a huge difference between being controversial and straightforward. Ganguly’s personality describes him as forthright and outspoken in nearly everyone’s views. He is someone who is relevant in society after attaining his high post. This is what exactly the brands are always looking for.
Ganguly wore a 19- year-old blazer, which was given to him back in 2000 when he was appointed as the captain of the Indian cricket team, on the day he officially took charge as the BCCI president. This incident shows how he is emotionally attached to the game. Advertisers are attracted to these traits, mainly when they look to appeal to a younger demographic. Ganguly takes special pleasure in disguise and subterfuge and fulfills the brands’ criteria.
Goyal says, “I see his brand moving out of the endorsement trajectory. He is a more evolved and rounded brand than other Indian cricketers.”
Indranil Das Blah, founding partner and co-chief executive of celebrity management agency also thinks that Ganguly’s administrative role makes him an attractive endorser. Marking Blah’s words from an interview, “Nothing in the BCCI charter says that the president cannot do endorsements. It is an honorary position, no payments involved. Do not see any reason why he cannot endorse brands, especially if there is no conflict with existing BBCCI brands.”
Sourav Ganguly has never given an upper hand to conflict of interest that has arisen in the past. Be it a mentor of IPL franchise Delhi Capitals, the commentator on Television, endorsement of a rivalry fantasy league.
Lastly, on asking Ganguly to choose one post, the former Indian skipper chose to remain the president of the CAB, which now seems to have paid off, after he was made the head of the most powerful administrative bodies in Indian cricket.
Maintaining the equilibrium is the only key to success in his future as a brand, they say, as Ganguly slips on his endorser robe over the BCCI blazer.