Mumbai, Apr 01: After constant nit-picking by spectators, the Indian cricket team has started to take its branding exercises rather seriously. At a press conference held yesterday in Mumbai, the team announced its unique, joint marketing strategy. Considering brand endorsements that account for most of a player's take-home kitty, a newly-appointed brand consultant for the team says this initiative has been launched. The first head that rolls off under this new endeavour is surprisingly that of supposed-mentor Board of Cricket Control in India (BCCI). The first recommendation of the consultant's high priority two-point agenda calls for "a higher share of the BCCI's earnings for the players".
The richest cricket board in the world, BCCI currently spends 26 per cent of its income on player payments - the highest percentage pocketed by any international team. But the Indian team is not amused.

"Considering the boys' satisfactory performance, I strongly feel we deserve more for the efforts we put in," says skipper Sourav Ganguly.
Little master Tendulkar shared his team mates' thought when he said, "The euphoria generated during the world cup needs to be measured in real terms. Hence, the unanimous decision to press for more. Stones are pelted at our homes when we don't perform well. Now that we did, it is time for bouquets."
A red-faced BCCI spokesperson accepted that the BCCI had posted an impressive annual profit of Rs 29.7 crore in 2001-02.
For the Indian cricket governing body, the only solace lies in the fact that it is not the only one to be stung by a "let's-talk-business" team. The second point on the team's marketing agenda is to "ensure protection of special and over-all interests" from mammoth sized corporations including cola majors who regularly contact the players to "say cheese" and sell motorbikes, televisions, refrigerators, credit cards, cellphones, toothpastes, biscuits and gum. An inflated bill for future endorsements and renewing existing contracts is on the cards.