Ever since their return from South Africa, our men in blue have been busy running from one ad shoot to the next

They are being hounded like a pack of wolves by agents, ad agencies, IPL franchises, and those who want a piece of the pie ahead of cricket's biggest summer ever.
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The World Cup followed by IPL that will run over a period of 90-odd days is ready to leave advertisers, players and viewers 'spent' with a never-before-witnessed high.



MiD DAY has learnt that leading cricketers are signing deals fetching them 50 per cent more price per endorsement because of the World Cup.

Ever since they got back from South Africa, leading brands are pressing to associate themselves with the big boys.

Captain Mahendra Singh Dhoni has shot only two commercials upon his return but has nineteen commercials that are currently airing on televisions sets across the country. He is now associated with 23 brands on behalf of Rhiti Sports Management.

"He hasn't had too much time since coming back, but has managed to shoot everything he has to before the World Cup. Now, he is taking rest in Jharkhand and won't be shooting any ads till April," Arun Pandey, CEO of Rhiti Sports Management told MiD DAY.

IPL teams unhappy

The ten IPL franchises have been refrained from conducting any promotional activity with players ahead of the fourth edition of the tournament, which begins just a week after the World Cup.
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There is an unintentional cold war brewing between player agents and IPL franchises. "We haven't got any access to players yet, absolutely none.

The new contract clearly states that we can get hold of players only 7 days before IPL begins. We haven't started any activity for IPL-4 yet.
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I wouldn't say it's a blow to Delhi Daredevils. We are just following the rules," Amrit Mathur, CEO of GMR Sports, says.

Even new franchise Sahara Pune Warriors haven't been able to begin any campaigns:

"We haven't done any activity yet. We met some of the players just once, got to know them a little better. The players are busy with other activities, spending time at home, some have been going off to NCA.
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Our hands are tied till April first week. We can't promote the brand in any way possible," Abhijit Sarkar of Pune Warriors said.

A Mumbai Indians official confirmed that their skipper Tendulkar hasn't been available for any activity: "Sachin has been doing lot of social activity and events.
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Neither he nor any of the other players have done any promotional work.

There was talk of shooting a music video but nothing just surfaced just yet. We have to wait till World Cup ends."

Sachin Tendulkar
Has shot': Coca-Cola, Amrit
Enterprises and S Kumars Nationwide
New deals: Coca-Cola, Amrit Enterprises, and S Kumars Nationwide
Overall brands: 15
Currently on air: 11

M S Dhoni
Has shot': Sony Bravia and Reebok
New deals: Sony Bravia, TVS and Aircel
Overall brands: 23
Currently on air: 19 ads
'Ads shot after returning from South Africa tour

Harbhajan Singh
Has shot': Royal Stag, Pepsi and Icore E Services Ltd
New deals: Pepsi & Icore E Services Ltd
Total Brands: 8, on air: 6

Suresh Raina
Has shot': Adidas and Birla Sun Life Insurance
New deals: Adidas, Birla Sun Life Insurance and Pepsiu00a0
Overall brands: 9, on air: 6