Children of Greatness

In the years of financial difficulty during the early 90’s decade, India chose to open the doors to its markets for the international community. Fazed by the fear of international competition and uncertainty, the population needed assurance for a safe future. Indians needed to know that liberalization would ensure equal opportunities to all and would not just concentrate power into the hands of few. What India needed was an exemplary story, a messiah to deliver them from fear to fortune. What India found was a boy in his late teens, with skill to swing the willow hitting the leather heard with ease and grace…India had found its answer, India had found Sachin Ramesh Tendulkar.

The story of Sachin Tendulkar is full of dreams, aspirations and inspiration which has encouraged millions to take up the gentlemen’s game and made it the country’s passion. Indian media has played its part in elevating this Indian sports icon to his current stature. Visionary media czar Mark Mascarenhas played a pivotal role in idolizing Sachin Tendulkar, by mastering his PR balance of demand and supply. Throughout the last decade of the past century, Sachin’s brand value has been on a steady rise thanks to the restricted media access to Tendulkar, allowing for only select & exclusive media interviews. Editorials, Key Opinion Leader (KOL) endorsements and sponsorships all have helped impel brand Sachin. A story of a middle class boy making it to one of the top most positions in the Indian society is too alluring for the any one to resist.

After the 1994 democratic elections in South Africa, the country was undergoing drastic change with a new system, flag and anthem. Nelson Mandela saw this as an opportunity to bridge the great divide between the black and the white community. He chose the medium of sports to bring about required change. He supported the South African Rugby team, Springbrooks, unconditionally in the lead up to the 1995 Rugby World Cup. Mandela understood the poor performance of the home team, but also witnessed an opportunity to gel the nation through the game. His initiative to mobilize support for the team through optimum utilization of all forms of media and to create a national fervor for the game is unprecedented. Television broadcasts of the national team attending clinics in poor communities and front page photos of players in huddle with black kids made this campaign a grand success. With common ardor, taste of championship and constant media bombardment of change, Mandela was able to bridge the divide in South Africa.

In times of change, people look for moments of greatness. And if such moments are absent, it is up to the leaders to create these moments. A leader has to understand the right media to address to create the desired impact. The Sachin saga, which ascended parallel to the Indian economy, will be complete soon as he now carries a World Cup in his kitty and his 100th ton just around the corner. India is changing again, and in these times of change, we look towards our leaders for a new moment of greatness. India is ready for it.