Sachin to be BMW India Brand Ambassador.

Indian cricketing icon Sachin Tendulkar’s love for four wheels is something that most cricket fans in India and abroad will be aware of. From the Ferrari 360 Modena to the Nissan GTR, Sachin Tendulkar is a connoisseur of delectable supercars. The cricketing icon is also known to enjoy driving holidays abroad with a bevy of high performance cars for him to hustle around race tracks. So, it will be only fitting for an iconic figure like Sachin to endorse one of the foremost high performance car brands on the plant, BMW. Alongside the launch of the F30 BMW 3 Series sedan on 27th July, 2012, BMW India is expected to announce signing up of Sachin Tendulkar as its brand ambassador for India.
Sachin Tendulkar endorses a wide range of brands, ranging from colas to automobiles. Talking of which, Sachin Tendulkar was a brand ambassador for TVS Motors with the master blaster endorsing the TVS Victor 110 commuter motorcycle. When it comes to cars, Fiat was the brand Tendulkar used to endorse, with the Italian car maker even launching the Palio S10, a hatchback replete with Sachin Tendulkar’s signature on the bonnet. Fiat even gifted Tendulkar a Ferrari 360 Modena. Incidentally, supercar maker Ferrari is owned by the Fiat group.
Coming to Sachin Tendulkar becoming the brand ambassador for BMW India, it will be the first time ever that brand BMW will use a celebrity to promote its sporty range of luxury cars. BMW India, for long has been resisting going the brand ambassador way, stating that its cars are the showstoppers themselves, and that is promotion enough. So, a tectonic shift in approach towards marketing is something that has caught us off guard. This change in approach clearly indicates a more aggressive, no-holds-barred stance that BMW India seems to be adopting, even as competition around it is increasing many fold.
German Volkswagen group owned luxury car maker Audi, which is within sniffing distance of BMW’s number 1 position in India, is a brand that has been extremely liberal in using celebrities for promoting its products. In fact, almost every launch event of Audi India has one or the other celebrity gracing it, with the likes of Katrina Kaif, Lisa Ray and Gul Panag being seen at launch events. Mercedes Benz too has begun using star power with the likes of Genelia D’Souza and Ritesh Deshmukh, both Bollywood actors, promoting the brand’s latest entry level car, the 2012 B-Class sports tourer. So, with BMW India likely to join the celebrity brand endorsement brigade with Sachin Tendulkar, the top luxury brand in the world might have just pulled a fast one, on both Audi as well as Mercedes Benz, for the cricketing genius is a prized asset indeed.