Junaid Niazi, a wellknown entertainment sector personality, has recently issued a statement challenging the customary standards of brand support. Niazi, who has frequently commented on the changing nature of media and advertising, made an interesting observation: if actors can model for brands, why should not cricketers be given the same chance? His strong statement has provoked a more general debate on the impact of celebrities and athletes in the marketing industry.
Junaid Niazi’s observation “If an actor can model for a brand, why should cricketers do ads?” points to the rising acknowledgment that cricketers have a huge fan base much like actors, therefore they are perfect brand endorsement candidates. Particularly in nations like India and Pakistan where cricket is more of a passion that links millions of people, cricketers are among the most wellknown and powerful personalities. Given their popularity, cricketers are ideally situated to be the faces of brands; yet they are usually passed over in commercials for actors.
Niazi believes this idea captures a change in opinion of branding and marketing. Generally speaking, since actors are associated with glamour and are seen everywhere, they have been the preferred choice of brand endorsements. Niazi argue, however, that cricketers might be just as effective in promoting goods and businesses given their vast reach and credibility. Beyond the stadium, their impact is felt everywhere fans of sports follow their every move off and on the field. Cricket players have a special attraction that crosses frontiers, including Virat Kohli in India or Shahid Afridi in Pakistan.
Niazi’s remarks also highlight that in the past several years, advertising has changed as people search for genuineness and relatability in the celebrities they back. Seen as national heroes and role models, cricketers can appeal with viewers at a more intimate level. Their personal narratives and public profiles make them almost as powerful, if not more so, as actors in terms of consumer engagement.
Some might contend that actors are more qualified to promote advertisements given their experience in media, but Niazi’s remark points to the unused opportunity offered by sports endorsements. The marketing sector is without a doubt progressively embracing the concept of cricketers becoming the faces of big companies given the rising worldwide interest in sports and the growing recognition of cricketers as cultural icons.
Ultimately, Niazi’s plea for more integration of cricket players in the domain of advertising mirrors the altered scenario of celebrity endorsements. It also begs significant questions on our opinion of the role of athletes in society and their power to affect outside the field of play.
