Mumbai:Bad may well be good for Harbhajan Singh. The Australian media had made it a point to harangue the Turbanator but his in-your-face aggression is making him the new poster boy for adverstisers. And the other young players are being roped in as well.
"I always enjoy challenges," Harbhajan had said after India's win in Brisbane. "Guru Gobind Singh always said one Sikh was enough for everyone."
Sumanto Chattopadhyay, who is the executive creative director, O & M, says, "I think Harbhajan will have a very good brand fit with brands that want to have this playful, mischievous, aggressive kind of personality."
Harbhajan isn't alone. After Tuesday's Wonder Down Under, media buyers feel that Brand Blue of both the junior and senior versions will sell.
Shashi Sinha, CEO of Lodestar, says "The players are smart enough to understand that they have to develop a not-so-clean-persona which will help their image. This opening will help the juniors in the team and the U-19 players in the world of advertising."
Harbhajan has increased his worth by over four times with advertisers now willing to pay him Rs 1 crore for every brand he endorses. Skipper MS Dhoni and his deputy Yuvraj Singh charge around Rs 3 crore per brand. Their worth is now up by 25 per cent.
The new kids on the block, Ishant and Rohit Sharma, have jumped up several notches and their rates would vary between 30 to 40 lakh per brand.
Advertisers also believe that the Under-19 World Cup winners - energetic and ambitious teenagers - are best suited for products that cater to young India.