Ishant Sharma may take the fast lane into ad world

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New Delhi, Feb 12: He’s long-haired and lanky. And he is the flavour of the month. Nineteen-year-old Ishant Sharma is already being billed as the next big thing in the brand endorsement firmament.

“Of course, don’t compare him with the likes of Sachin and Saurav, who have evolved as players and brands,” warns Vinita Bangard, COO, Percept Talent Management. “But he has the attitude and the raw appeal to carry some of the mass brands on his shoulders.”

After he ripped apart the Australians batting order last Sunday in the Tri-series Down Under, hawks in the advertising and talent management companies believe he is ready to make his mark in the world of celebrity endorsements—may be as part of Team Samsung or Pepsi’s band of beverage guzzlers or even Team Ambition of Hero Honda to begin with.

SportzPR founder and promoter Samir Kale, however, urges caution. “Brands look for consistency and Ishant needs to perform for another two to three months before any of the big brands really start chasing him.” Of course, he has tremendous potential “but brands don’t want to show something today and have to take it off tomorrow,” he adds.

Iconix MD Harish Krishnamachar agrees. “Unlike in the glamour business, you need sustained performance in sports to make it as a major brand ambassador garnering the big moolah,” he says.

“In the Indian cricketing world, it is harder for bowlers to be brand ambassadors,” he adds. He has a point. Look at Anil Kumble, Zaheer Khan and Sreesanth for proof.

Of course, Harbhajan Singh and Irfan Pathan have broken the barrier. But it’s equally true they have come back as all-rounders and proved they can swing the willow when required.