Indian professional badminton player PV Sindhu became the only Indian woman to win two Olympic medals when she won the bronze medal in the Tokyo Olympics 2020. Ever since the athlete won her second medal, several brands have been trying to capitalize on her medal win and using her bronze victory to do marketing.
Sindhu in turn may take some legal actions against such companies who are using her medal win to promote their brands.
Companies like P&G, Pan Bahar, Aditya Birla Group and Perfetti Van Melle have been using the medal win to induce their brands and have been trying to enhance their outreach.
However, Baseline Ventures, the sports marketing agency which manages the commercial deals for Sindhu will be sending a legal notice to all those companies and will be looking to seek damages worth ₹5 crores from each of these companies.
Tuhin Mishra, MD at Baseline Ventures stated that “We are surprised that such leading Indian and global firms are resorting to such forms of communication to associate with our athletes, which is in complete breach of their IPR and privacy. However, it’s typical for consumer brands to want to associate themselves with these all-star players. Take Dominos, for instance. Last month, they announced free pizza for life for Saikhom Mirabai Chanu, who bagged silver at the Olympics this year. However, it’s important to note that the pizza brand compensated Chanu for use of her name and made a digital activation deal with the weightlifter.”
The brands have carried out such practices ever since PV Sindhu’s bronze medal victory at the Tokyo Olympics 2020.
Such activities have been called gimmicky by many brand experts as they seek to capitalize on the popularity of the celebrity without officiating a commercial deal with them.