Brand Hardik Pandya: A Redemption Story Amidst Turbulence

Historical Context: Hardik Pandya, an Indian cricketer known for his all-round abilities, has had a career marked by significant highs and lows. From his debut in 2016, Pandya quickly rose to prominence, becoming a key player for both the Indian national team and his IPL franchises. However, his journey has been marred by controversies, injuries, and fluctuating performances. This article highlights his recent resurgence, particularly focusing on his role in the 2024 ICC T20 World Cup.

Article: Mumbai: Why would an athlete’s casual shrug-of-shoulders expression garner 100 million views on Instagram? If it is Hardik Pandya, with the winners’ medal around his neck at the Kensington Oval just minutes after the T20 World Cup final win, one should not be surprised. Hardik Pandya poses with the 2024 ICC T20 World Cup trophy in Barbados. (PTI)

Few could have predicted this turnaround. Just two months ago, the all-rounder was a controversial figure among his own Mumbai Indians (MI) fans. His poor on-field performance and the team’s lackluster results did not help. MI fans were not pleased with Hardik’s elevation as captain, replacing Rohit Sharma, the franchise’s most successful skipper.

Instead of capitalizing on his successful stint with the Gujarat Titans, where he led the team to two IPL finals and a title, Brand Hardik took a hit. His social media following declined, and brands, responding to public sentiment, paused advertisements featuring the under-fire MI captain during the IPL.

Navigating this challenging phase was not easy for Hardik’s brand managers, but they remained optimistic. They adopted the catchphrase ‘Apna time aayega’ (Our time will come).

“Brands are not signed in 24 hours because if they sign you that fast, they will drop you that fast. Most brands get that,” said Nikhil Bardia, head of RISE Worldwide, who manages Hardik and Rohit Sharma among other Indian players. “We advised them to slow down, hold back advertising spends during IPL, and save them for the World Cup.”

By providing crucial team balance to India at the World Cup and successfully defending 15 runs in the last over against big-hitter David Miller and South Africa, Hardik crafted a redemption story for the ages, even considering his topsy-turvy career path.

In the last week alone, Hardik’s social media following has increased by 1.5 million, recovering all the followers he lost over the past six months. Instagram following is now a vital metric to measure brand value, and Hardik’s 33 million followers place him next only to Virat Kohli and Rohit Sharma among active cricketers. Each commercial post of Hardik reportedly commands over ₹50 lakh.

“We didn’t react when we had a small percentage of hate, and we will not react when we have 100 million views. We don’t raise the price situationally. The events have only reinforced that people believe in Hardik. They are back to loving him,” said Bardia.

The growth story of Brand Hardik may have slackened in the last six months, but history shows that when Hardik returns to peak fitness and performance, his brand regains momentum. Even after a back injury, a controversial interview, and a suspension from cricket, he has always bounced back.

He returned to form and fitness, won an IPL title, lost form again, was heckled by the crowd, only to return as a World Cup winner, and is now ICC’s No.1 T20I all-rounder. Always a newsmaker; in the brand market, a free spirit generally beats prim and proper.

Over the last year, Hardik has signed or renewed eight new deals across various categories, taking his portfolio to about 20 brands. From innerwear to smartphones to beverages to denim; at 30, Hardik is still the youth icon brands turn to.

Hardik’s social media handles have been buzzing with posts celebrating his performances in the USA-West Indies series. An old interview of Hardik, with an unkempt look and disheveled hair expressing his desire to play for India, is back on his timeline. There’s another post of Hardik with the World Cup trophy by his side, wearing sunglasses and a necklace over his vest, with Kanye West playing over the image.

“I had a dream I could buy my way to heaven When I awoke, I spent that on a necklace Wait ‘til I get my money right Then you can’t tell me nothing, right?”

Summary:

• Hardik Pandya’s casual expression after the T20 World Cup final win garnered 100 million views on Instagram.
• Two months ago, he was a controversial figure among Mumbai Indians fans due to poor performance and team results.
• His social media following and brand endorsements took a hit during this period.
• Brand managers adopted a cautious approach, saving advertising spends for the World Cup.
• Hardik’s crucial performance in the World Cup final helped him regain his brand value.
• His social media following increased by 1.5 million in a week, recovering lost followers.
• Hardik’s brand value is now second only to Virat Kohli and Rohit Sharma among active cricketers.
• He has signed or renewed eight new deals in the past year, maintaining his status as a youth icon.
• Hardik’s social media is buzzing with celebratory posts, reinforcing his redemption story.