The 14-time major winner
closed with three consecutive birdies to the delight of the large gallery
following him at the layout that was his longtime home course. Woods, who had
not played since the PGA Championship in August, said he planned to build upon
his solid start in a four-month plan to peak for the Masters, happy his body
was healthy enough for full-power practices. Woods, ranked 24th, would like to
challenge Rory McIlroy at Augusta National in April as the current world number
one tries to win his third consecutive major and complete a career grand slam.
Back home, Hero
Moto Corp, the world's No. 1 two-wheeler manufacturer by volumes, has roped in
Tiger Woods as its brand ambassador in a four-year deal pegged at Rs 200 crore,
making it the most expensive celebrity endorsement yet for an Indian company. Hero Moto vice-chairman Pawan Munjal made
the surprise announcement on Monday evening before Indian journalists gathered
in Orlando, US. He is quoted as saying -
"Tiger Woods is one of the biggest global icons and not just a sports
celebrity. His appeal cuts across geographies, nationalities, age and gender
and therefore, he is the best brand fit to be our 'Global Corporate Partner' as
we go global."
Another reports puts the four-year
endorsement at a whopping Rs 250 crore. The
same report states that top cricketers like Virat Kohli and Dhoni are
understood to earn Rs 4-10 crore per brand endorsement in a year. While some in
the advertising world felt Hero had gone overboard for a golfer who may not cut
much ice with buyers of Indian commuting bikes, the decider perhaps thinks it
otherwise.
Munjal has been taking
Hero overseas after the split with long-time partner Honda in 2011, and the
latest sign-up clearly signals at that. The company has already entered markets
in Asia, south and central America, and Africa. It plans a foray into western
European markets next year, and US and Brazil by 2016. Munjal's dramatic announcement was made at the
Orlando home of India-Swede golfer Daniel Chopra. The Hero vice president
suddenly called everyone into a huddle and dropped the news with a smile.
Cricketers have often been
criticised for being paid great amounts for endorsing products – sometime back,
Virat Kohli set the endorsements world abuzz with a reported deal of Rs 10-crore per annum
deal with German sports goods giant Adidas. By some accounts, Kohli charges about Rs 1.5
crore per day as endorsement fee, Dhoni's price point is at about a crore per
day.
Not sure how
and whether the fortunes of Hero would soar by Tiger Woods endorsing the
vehicle. But then people like us never
understood why there should be an advertisement for a product like aircraft
tyre endorsed by a sportsperson – a soap shown as being used by a good looking
heroine might spur up people – as a trader in a small shop in a remote village
said once – many girls may not be able to read what is written but volumes of
‘fairness creams’ get sold out there too…. that is the power of marketing and
glitzy advertisements !!
With regards – S.
Sampathkumar
10th Dec 2014
