From Paris, with love: A 'brand' welcome awaits India's Olympic stars

A fortnight ago, India's Olympic contingent arrived in Paris feeling sanguine about their chances of a double-digit medal tally.

- ANUSHKA BHARDWAJ

As curtains are drawn on India's campaign, they are now returning home with six medals, one short of their best haul in Tokyo.

Nevertheless, brands are willing to loosen their purse strings on India's Olympians.

Neeraj Chopra, India's most affable athlete with an angelic smile, failed to defend his javelin gold three years ago, to settle for silver.

Paris also witnessed the sensational redemption story of Manu Bhaker. The 22-year-old shooter would become the first Indian shooter to clinch a historic double-medal in Paris.

A series of heart-breaking fourth-place finishes saw India's ace shuttler Lakshya Sen and 10m air rifle shooter Arjun Babuta missing the podium by the finest of margins.

"The Paris Olympics has once again blessed the Indian sports marketing landscape with fresh faces and promises," says Varun Chopra, director, sports management firm Medallin Sports.

"Expect at least one biopic," he adds.

New Delhi-based brand strategist Shagun Gupta believes that finishing on the podium alone does not enhance an athlete's brand equity.

Citing the example of PV Sindhu, who went down in straight games to China's He Bing Jiao in the pre-quarters, Chopra said: "Sindhu's ability to come out of injuries and rise like a phoenix will keep her relevant with the brands.

Their brand value now extends beyond just their victories - it's significantly shaped by the stories they have to tell." Like Sindhu, Sen is also a case in point. "It depends on the player.