A taste of the Don, now in India

Mumbai, March 24 | Updated: Mar 25 2005, 05:30am hrs
He was crickets biggest brand, long before the word was associated with cricketers. Yet, he never allowed his name to be used for anything other than cricket in his lifetime. The Don Bradman Foundation has now consented and allowed Australian biscuit manufacturer Unibic to use his name. The company has just launched two cookie brands in India ANZAC and Bradman.

And yes, there is more to this exercise than making profits. Three per cent of the proceeds from selling the Bradman brand will be utilised for developing cricketers from the less privileged class in India while 3% of the proceeds from selling ANZAC will go to Indian Jawans and war widows.

Bradman was the only symbol of hope in his time for an entire nation. His cricket career coincided with the second world war and the great depression. It is appropriate that his name is used for developing cricketers from the less privileged class. Also, we are not using Bradman as another commercial brand but as an institutional one, says UNIBIC India managing director D D Saksena.

What exactly are the plans on the anvil The company is talking to ex-cricketers like Brijesh Patel and former India stumper Syed Kirmani to formulate an appropriate programme. Further, there are plans afoot to get Australian great Greg Chappell and former fast bowler Merv Hughes involved with the programme. Bradman is worshipped in his country and Australian cricketers would do anything to further a cause that is associated with his name, says Mr Saksena.

ANZAC is an acronym for Australian and New Zealand Army Corps. The proceeds from the sale of this brand of cookies will be utilised for limb replacement and war widow training. Unibic is targeting the replacement of 1,500 limbs this year itself and training around 2,000 to 2,500 widows. Further, the school development programme has a target of 1,000 to 2,000 children this year.

Don Bradman never played in India. Yet, Bradman the cookie just might help unearth new Indian talent from the less privileged classes. Right now, though brand Bradman is here.