Sachin Tendulkar's TV ads off air due to poor run on field

New Delhi: Several TV commercials featuring India's cricket icon Sachin Tendulkar are now off the air due to a continuous poor run of the batsman on the field. An Economic Times report said, sportswear firm Adidas, cold drinks manufacturer Coca-Cola, camera maker Canon and insurance firm Aviva have not aired any TV commercials featuring Sachin since June this year. Others such as RBS Bank and Future Group have traditionally used Tendulkar for co-branding exercises or below-the-line activities. Canon, which had inked an endorsement deal with Tendulkar in 2007, has decided not to renew his contract when it ends this month, the report said. Canon said it is using actress Anushka Sharma as its face to focus on youth. Canon's senior vice-president in India Alok Bharadwaj said, the decision not to renew the contract was purely strategic from the brand's perspective. "Sachin is an icon and we have had a great relationship with him", he added. Jyothy Laboratories has also decided against renewing its contract with Tendulkar. Out of a dozen companies whose products Sachin endorses, only one Toshiba said it is currently airing commercials featuring him. Most of these companies however said, Sachin's infrequent appearances in their commercials have absolutely nothing to do with his likely retirement or lack of form. World Sport Group (India), the talent management firm that represents Tendulkar, refuted the contention that the cricketers visibility in ads has reduced. Harish Krishnamachar, senior VP and country head at WSG said; "Clients are using Sachin and his image as we speak, in both above-the-line and below-the-line campaigns. Most of them have just completed their media bursts for Diwali. "He has also recently shot a few campaigns and these will go on air as and when the clients decide their plans". Sachin's decision to keep playing is sending mixed signals.. " Ideally, a brand will only monetise an ambassador if he is successful and confident. Unfortunately, Sachin is neither right now", said Shailendra Singh, joint MD at entertainment and talent management firm Percept. It is entirely possible that Tendulkar might score a ton and silence his critics in the Eden Gardens Test match against England. Sachin had a dismal performance during the last 12 to 16 months. He has averaged just 27.07 per innings in Test cricket during the past one year, against a career average of 54.60. In his last four Test matches,his highest score is 27,and he has not scored a Test century in past two years. His poor form has prompted even a diehard Tendulkar supporter like Sunil Gavaskar to say it was time for the selectors to have a word with him about his future plans. Insurance firm Aviva, which last ran Sachin-centric ads in January-March this year, said it advertises only during that period, as most insurance sales happen in the January-March quarter. "We had launched a campaign in January this year with a new film featuring Sachin and we have plans for next year as well. Rumours of his retirement do not impact us", said Aviva India Director (marketing & products) Gaurav Rajput. Adidas last used Tendulkar in TV ads in May but says below-the-line and digital activations continue to feature him. It added that Adidas is working on its next cricket campaign which will most certainly feature Sachin. Coca-Cola,which last aired a commercial ad involving Tendulkar in May-June, said it roped him in more for social messages and less for commercial advertising. A Coca-Cola spokesperson said: "As our happiness ambassador, Sachin is the face of the Coca-Cola support my school project and continues to feature in promotions and activities around that campaign. " The company had signed its endorsement deal with the cricketer in January last year and it ends in 2013-end. Coca-Cola's plans to flood shop shelves with 6.5 million Sachin special cans to commemorate his 100th century during the summer of 2011 had flopped because of his poor form. ITCs Sunfeast biscuit brand is advertising its Dark Fantasy sub-brand,and not Dream Cream which Tendulkar endorses.