Olympics and brand connections

Abstract

The Olympics by itself in isolation holds little meaning for brands. My attention was held by the ads of two familiar brands in the same category — Tissot and Seiko — during the Olympic season. Tissot had used Virat Kohli and Seiko the Olympic long jump athlete Darya Klishina who had got her Olympic ban overturned in the midst of a controversy associated with Russian athletes. The interesting point to be noted is that while Tissot chose to get associated with a cricket celebrity during the Olympic season, Seiko opted for an athlete relatively unknown, considering the Indian audiences. The ads of both these brands trigger the following questions; Should a brand make use of Olympics in the Indian context? How should a brand make use of sports and games which have been a part of Indian culture? Should a brand create brand awareness or brand recall, or both? How can celebrities and events such as Olympics be integrated from the viewpoint of a brand’s strategy?. Read more at: https://www.thehindubusinessline.com/catalyst/olympics-and-brand-connections/article9042789.ece