Santosh Desai, MD and CEO of Futurebrands India echoed their thoughts. He says Tendulkar will continue to remain relevant as a brand. He still has a lot more value to provide. India currently lacks heroes and it is important for him to maintain being a 'role model', he tells CNBC-TV18.
Meanwhile, Piyush Pandey, executive chairman and creative director, South Asia at Ogilvy & Mather also stressed on the need for Sachin to be an inspiration beyond the cricketing world. "He is an inspiration who is almost like a leader without wanting to be one", Pandey adds.
Also read: Sachin Tendulkar bids Mumbai Indians adieu post CLT20 win
Below is the edited transcript of their interview to CNBC-TV18.
Q: Going forward, post this intention of retiring; will brands not renew their contracts with Sachin Tendulkar? Do you foresee such a possibility?
Desai: Sachin, as a brand, will continue to be relevant for India. He has meant much more to India than mere cricket. It is not just the strength of his performance alone on the field important as that was, but what he today represents is more.
If he manages himself intelligently, there is a lot more value that he can continue to provide as a brand.
To India he is an inspirational figure, India is sadly lacking heroes. It would be important for him to strive to continue to be the role model that he has been. It gives an opportunity for everyone associated with Sachin to continue to think of him as a powerful brand.
Q: Brands like Adidas, Coca Cola, and Toshiba have all already come out and said they are going to remain associated with Sachin Tendulkar. The last test that Sachin will play is from November 14 to 18. If you were to have a conversation with Sachin and to talk to him about how to keep his brand relevant after that last test match, what would your advice be to him? How would you like to see Sachin Tendulkar once he retires?
Pandey: I would definitely say to Sachin that continue to be the inspiration that you are for not just cricketers in the playing area, he is an inspiration for India. He is a man with head on his shoulders and knows where he can contribute. I would advice to him don't disappear into photography, be close to cricket.
Q: Was Sachin's move towards the Rajya Sabha a jarring note? Did that takeaway from brand Sachin or enhance it?
Desai: I do not know if it enhanced brand Sachin, but certainly that move is something that you have not seen any result of. It is not really an issue as much as what he chooses to do with it. With Sachin, empty symbolism is not his style.
One would expect that if he has taken up the membership of the Rajya Sabha, he does something with it.
Give him the benefit of doubt. He was an active player. Certainly, eyes will be on him to see how he utilises this opportunity to do something worthwhile. It is not like Sachin to indulge in just empty symbolism. I hope he does not do that in this case.
Q: One criticism would be that Sachin Tendulkar didn't really come together as a captain when it was needed. How do you read that with the man's personal glory and ambition? Perhaps as a leader did he somewhat fail?
Pandey: There are people who are great performers and some times may not come out as the best leaders. Or may be, if they were good leaders, good results didn't come during that time; it doesn't take away anything. Every team needs a lot of good players and one good leader.
He is an inspiration who is almost like a leader without wanting to be one and he is a performer because of which the team continues to stay together and win.
I don't think it is fair on our part to expect everything of him. Next day we will say he wasn't a very good wicketkeeper, which I don't think is fair.
Q: What is your most vivid memory of the master blaster? What are you going to miss the most?
Pandey: I am going to miss a lot of his personality, a lot of his elegance. I am going to miss his attitude, but one thing that I want to add to this is that he has a big responsibility on his shoulders. He has to ensure that cricket will always be the same and be better and I am sure he will do it.
Q: As a brand man, if I were to ask you to sum up a brand Tendulkar's USP, what would it be?
Desai: It will be a combination of huge amount of grace with almost brutal power. The ability to dominate but do so in an absolutely graceful manner is rare today. He epitomises the best of sport by bringing those two qualities together.
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