Lakshmana Venkat Kuchi

The Turbanator danced down the tracks as he batted for all other sports disciplines and appealed to one and all to celebrate all icons from every sporting arena.

Former test cricketer, Harbhajan Singh, used delivery hurled at him by the moderator of a lively panel discussion at the Sportstar National Sports Conclave on Monday at Delhi to drum up support for every sport – hockey, wrestling, para-Olympics and the like.  “When every sport grows, the nation grows,” the spinner who weaved magic on the cricketing pitches across the world said.

“Whenever any sportsperson from India wins in any sport anywhere in the world, India wins, “ he  said appealing to the media to give equal importance to all sports and athletes of any region across the country, as is given to cricket.

“If a wrestler has won a medal, please put his larger picture above that of Viirat Kohli even though he may have scored a century,” the cricketer batting for all sports urged the media.

Sports, he said echoing the sentiments of the rich panel present on the table – advertising guru Piyush Pandey, Atit Mehta, Head, Marketing Byjus – was life itself. “Without sports and cricket, I have no life. Whatever I am today, I owe it to cricket, the name and fame,” Harbhajan said thanking the Lord for blessing him with such a life to lead.

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Advertising Guru, Piyush Pandey, launched into the topic of the discussion, the power of sports and its superstars in brand building, said that the brand had to be good and a sports star can only lend incremental value to the brand. But then a mere combination of a good brand and a good sportsperson does not guarantee a successful campaign and resulting bump up in sales. The idea behind the advertising strategy, theme and execution must be spot on he said.

He is at present connected to the Cadbury ad that plays on the gender angle – wherein a boy breaks the security cordon to come into the field to hug a women cricketer who scored a century- perhaps keeping in tune with the changing times. Women power and all that – and look at the Women IPL and how it is celebrating lady’s cricket. Concurring with him was Harbhajan that the brand had to be good for a player to be able to help it grow bigger.\

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Earlier the marketing head of Byjus took the participants and the audience on the combined journey of brands and sportspersons for the past over two decades and said that his company was engaged with every sports discipline, and more. It supports deaf and dumb cricket, para-Olympic athletes, women’s cricket and almost every kind of sporting activity there is in the country. As if to reiterate the need for what Bhajji was batting for.

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