There's something about Sachin Tendulkar and the Bharat Ratna. When the idea was first floated, there was a huge debate on whether or not sportspersons qualified for India's highest civilian honour. Even those who felt that such an honour could be accorded to sportspersons were not sure whether Tendulkar deserved it ahead of greats like hockey legend Dhyan Chand and chess Grandmaster Viswanathan Anand.
However, in November 2013, when Tendulkar finally decided to retire, the entire nation was swept by emotion and on the last day of his 24-year cricket career, the United Progressive Alliance government decided to confer the Bharat Ratna on the 'Little Master'. Tendulkar became the first sportsperson to receive the honour. Now a fresh debate has broken out: as a recipient of the Bharat Ratna, should Tendulkar be featuring in advertisements and endorsements?
Harish Bijoor, brand expert and CEO of Harish Bijoor Consults, is of the opinion that the cricketer should not do commercial endorsements any more. "The Bharat Ratna has a certain prestige and honour which should not be belittled at any cost. So he should not be doing any endorsements for a commercial cause," says Bijoor.
Indranil Das Blah, chief operating officer of talent management company Kwan Entertainment and Marketing Solutions, agrees. "He isn't a salesman anymore, he is a statesman," says Blah. Even if he wants to continue with endorsements, then the 'Master Blaster' should be more selective and cautious, he says. He cannot be seen as endorsing any and every brand that comes his way, adds Bhah. Tendulkar currently endorses 14 brands, including Adidas, Coca-Cola and BMW.
The issue was raised by Janata Dal (U) spokesperson Shivanand Tyagi who said, "People should realise that Bharat Ratna is an honour that even people like Atal Bihari Vajpayee and Chaudhary Charan Singh couldn't get. Tendulkar should understand its importance and immediately stop such endorsements."
BJP Vice-president Uma Bharti echoed his sentiments and went a step further to say that anyone who has been part of the Indian Premier League and "sold" himself in an auction shouldn't have been given the Bharat Ratna. The UPA government has, so far, not commented on the matter.
Tendulkar's contracts with most brands run till 2014 and World Sports Group (WSG), which manages him, says the cricketer will honour his commitments. "Sachin has always been selective when it comes to his associations and is aware of the responsibility he has," says a WSG spokesperson.
Bijoor says it will be great for Tendulkar's image if he starts taking up social causes and endorses them. "There is something odd about a Bharat Ratna recipient endorsing a BMW car," admits Bijoor. At 40, Tendulkar is the youngest recipient of this award and Blah believes that even if Tendulkar wants to do corporate endorsements, then he should associate himself with the "brand and not products". "He can't be seen as selling air conditioners or such products."
Not everybody agrees. Santosh Desai, CEO, Future Brands, feels this is Tendulkar's personal decision, though he too believes that the cricket legend should be selective in the endorsement choices he makes. Tendulkar, he says, should be careful and shouldn't do anything disrespectful as far as endorsements are concerned. "But the idea that a Bharat Ratna endorsing products is taboo is not correct."
aabhas.manunited@gmail.com
