Delhi recently completed a century as India’s national capital. Youtube was flooded with patriotic flash-mob videos (with well advertised backdrops) and sales of anything tri-coloured, well, tripled. The chilling fate of the Costa Concordia, commemorates a century for the Titanic. Another tale of maritime tragedy that’ll probably be converted into Hollywood’s next ‘biggest grossing movie ever, with 11 Oscars’. Not to mention merchandising and tourism possibilities. And any day now, Sachin Tendulkar will score the world’s first hundredth international century! For the cricket-crazy capital of the world, if handled right – the master-blaster’s next ton could be our biggest marketing opportunity yet.
Merchandise: An enterprising website – 99tshirts.com has already invited people to design their own Sachin t-shirts and cricket jerseys at affordable prices. A wide variety of t-shirts, hoodies, sippers and cricket paraphernalia is also available.
Tourism: If Sydney’s Don Bradman museum is a source of profit and joy for Australia, imagine a special guided-tour of our very own Sachin Tendulkar museum, by Ravi Shastri?
Fashion: He’s an international sensation, a record breaking rebel and already the most endorsed athlete in India. At a test match played anywhere in the world, he’s his own tiny white visiting card! A fact only re-enforced by the fashion fraternity of Delhi, who have already begun putting together a commemorative line for their next show. The designs are inspired by Sachin’s career, his soft demeanour and bold batting style.
F&B: Special cricket-cocktails, IPL style parties. A Sachin Tendulkar themed sports bar? Last year Candies, a bakery in Bombay, was the first to introduce the unique Angry Birds cupcake – “Everyone is looking for something innovative to buy, gift or eat. Kids love themed cakes and pastries.” If rumour is to be believed, the innovative store is already working on a ‘100-centuries themed confectionary line’ to commemorate the feat. Perhaps, a chocolate Sachin doll?