Mediaboss Marketing

Its been slightly over a month since javelin thrower Neeraj Chopra was catapulted into the limelight after picking up Indias first-ever track-and-field gold medal at Olympics 2020. From hobnobbing with the biggest sports stars to debuting on Kaun Banega Crorepati, the athlete is gaining a lot of prominence in the circuit. And much like the expectations of the marketing world, his endorsement fee has also reportedly seen a hike of more than 1000%, an unseen feat for any athlete in the country.

As per a celebrity branding expert, Chopra is charging close to Rs 2 crore for his endorsement deals with the brands now, up from Rs 20-30 lakhs before his Olympic fame.

Prior to his win, Neeraj Chopra was in a four-year endorsement deal with Pepsis Gatorade (signed in 2017), was the ambassador for British electronics firm Amstrad in 2019. Chopra also had one-time or short-term associations with a number of brands like Gillette, Country Delight, Mobil India among others. Just recently, he signed up his first multi-year brand partnership after the Olympics win with Tata AIA Life Insurance.

Not just that, Chopras social media valuation has risen to Rs 428 crore, as indicated by a report by research consultancy firm YouGov SPORT. He recorded over 2.9 million mentions from over 1.4 million authors, making him the "most mentioned" athlete globally on Instagram during the 2020 Tokyo Olympics. These numbers also represent a whopping 1401% and 2055% increase in his mentions from separate authors online, respectively.

Divyanshu Singh, Head of Sales and Marketing, JSW Sports, which represents Chopra, said in a press statement, Neeraj has been a consistently outstanding performer in his discipline over the last five to six years, resulting in his phenomenal success at the Tokyo Olympics. He has now become a recognisable personality for the Indian masses on a scale that was hitherto unseen. This, in turn, has brought about a growing interest from brands and institutions looking at a long-term sustainable collaboration.

However, to sustain this popularity, brand Neeraj Chopra will have to work extra hard as it can be difficult for athletes to remain relevant when their screen time is relatively lower than other categories of popular endorsers.

A marketing industry veteran points out, Be it film stars or cricketers, their visibility in the media is quite higher as compared to athletes like Neeraj Chopra who become famous only during big championships. In the past too, several Olympic stars have been through this momentous glory before fading out from the endorsement scene. For Neeraj Chopra to stay relevant, he will have to make some smart moves. His social media channels could be the best place for him because he has gained immense popularity there post his win.

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Brand Neeraj Chopra soars, but will it stay afloat? - Exchange4Media

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What an effective PPC campaign can bring to your business? - Hurricane Valley Times

Swiss watchmakerLongineshas announced that actor Reg-Jean Page has joined the brand as its newest Ambassador of Elegance and it is impossible to imagine a more fitting appointment. Page has an elegance that transcends borders and generations, and an effortless sense of style.

Reg-Jean Page's Emmy-nominated performance as the Duke of Hastings in Netflix's hugely successful Regency-period drama Bridgerton captivated audiences all over the world. His portrayal turned him into one of the world's most admired performers, garnering global praise for his role, with individual award nominations from the Emmy Awards and Screen Actors Guild Awards, among others, and a win for Outstanding Actor at the NAACP Image Awards.

The British actor has been announced as a Longines Ambassador of Elegance and theBrand's CEO, Matthias Breschan, could not be more thrilled, saying, An actor with Reg-Jeans talent, poise and presence only comes along a few times in a generation. He has already accomplished so much but it is clear that this is only the beginning of what will be a magnificent career. It's fair to say that he redefines elegance and all of us at Longines are excited to welcome him to the family.

Reg-Jean Pageis also looking forward to the partnership. Describing his enthusiasm for Longines, he says, It's simple, really. Longines makes such beautiful watches.There is something very special about being able to work with things that bring beauty to the world."

Reg-Jean Page's upcoming projects include a starring role in Paramount Pictures' blockbuster, Dungeons and Dragons, and he recently finished filming on Joe and Anthony Russo's The Gray Man for Netflix. He will next star in and executive produce a new, reimagined version of The Saint for Paramount Pictures.

Reg-Jean Page starred in Shonda Rhimes's 2018 legal drama series, For the People, and in 2016, he memorably introduced himself to a global audience in the role of Chicken George in the Emmy-nominated series, Roots. In film, he was most recently seen in the Emmy-nominated jazz-era romance Sylvies Love from Amazon Studios.

TIME honoured Reg-Jean Page by including him in its 100 Next list, the magazine's annual list of the men and women who are shaping the future in their fields and defining the next generation of leadership.

For years, Longines claim it is so much more than a motto - has been Elegance is an Attitude. Does Reg-Jean Page consider himself to be elegant? He smiles and says, That's a tough question to answer! I think I'm capable of elegance and I like to hold myself to a standard of elegance, which means carrying myself with a certain consciousness. Part of that is a generosity and living in a way that is helpful to other people. In doing that, you can bring more beauty to the world.

Longines couldn't agree more and is proud to welcome Reg-Jean Page to its family of Ambassadors of Elegance.

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Reg-Jean Page is the new brand ambassador for Longines - Exchange4Media

EdTech platform upGrad has announced its association Star Sports and Disney+ Hotstar for Phase 2 of the 14th edition of the vivo Indian Premier League 2021.

upGrad's campaign will go Live on September 19, 2021 and will be running throughout the 2nd phase of the vivo IPL till October 15, 2021, in several Indian languages including Tamil, Telugu, Kannada alongside Hindi to connect with the regional audience.

Commenting on the association, Arjun Mohan, CEO-India, upGrad said, We are excited to associate with Star Sports and Disney+ Hotstar to represent upGrad as one of the leading Indian EdTech brands at the VIVO IPL, 2021. With the cricket frenzy setting in, we aim to launch our Campaign during the tournament to develop a deeper connection with our pan-Indian audience and narrate the significance of outcome-oriented LifeLongLearning as a means to achieve career growth and success.

We are excited to associate with upGrad for their upcoming campaign. VIVO IPL has been a high-impact platform that sees unparalleled scale across both TV and Digital screens. The reach, ratings and impressions are testimony to the power and impact that the property commands and it will be the biggest opportunity for marketers to leverage this upcoming festive season, said Nitin Bawankule, Head - Ad Sales, Star & Disney India.

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upGrad collaborates with Star Sports and Disney+ Hotstar for vivo IPL 2021 - Exchange4Media

Feminine hygiene brand Sanfe has signed on actor Radhika Apte as their brand ambassador.

Being unapologetically vocal for the right issues and causes as well as her bold outlook makes Radhika Apte a perfect fit for being the face and voice for Sanfe. Since its evolution, Sanfe as a brand strives to encourage women to own their feminine form with pride and take good care of it inside and out. An encouraging voice like Radhikas will help women choose Sanfe for their various silent and unnoticed, often unserved concerns, the company said.

This collaboration will allow Sanfe to relate and connect to women as their all-time companion for their different body needs without hesitation. The true purpose is to love yourself and take good care of your body without compromise and lack of choice, it added.

Speaking on the association, Radhika Apte said, Women today are openly acknowledging body positivity and confidence. This change is further fuelled by Sanfe which offers the choice of quality products and solutions across a womens body cycle. I applaud the insight and resulting range of products Sanfe has to offer which provide solutions to what we all needed but never thought to demand.

Excited about bringing Radhika on board, Sanfe co-founder Harry Sehrawat said, Having Radhika Apte on board gives us a sense of great confidence that we are on the right path towards being that solution to several silent needs of women. We visualise a modern world where women can openly choose to take care of their needs themselves and Radhika embodies that woman who our community of women can take inspiration from.

With Radhika, Sanfe will be focusing on raising awareness on the importance of feminine intimate skincare, health, and sexual hygiene; empowering millions of women to break barriers and fiercely share their voice and find an array of choices for their intimate health, menstrual hygiene & care while breaking away from any taboos.

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Sanfe signs on Radhika Apte as brand ambassador - Exchange4Media