Brand Sachin outlives his cricket career, the master will bat on

Much has been written about Sachin Tendulkar’s farewell speech and, doubtless, a lot more will be written.

The speech was a revelation, insofar as it allowed us to see a side of him that he has fiercely kept away from the public - the natural, thinking, articulate Sachin. Up to now, all we have been exposed to, largely, is to hear him speak breathlessly at the end of a match as he receives some award or the other.

The farewell speech, astonishingly made without notes other than a list of people and organizations that he was grateful to, allowed all to presume, perhaps correctly, that the words we heard were straight from the heart.

There’s a lot we can learn from the speech, if we strip it bare.

He has used the word ’thank’ 19 times. Yes, 19.

As important as the number of times he demonstrates his gratitude is a look at who he is grateful to:

His family: His late father, his mother, his brothers and sister, his parents-in-law, his wife, his children

His personal supporters: His closest friends

His ‘shapers’: His first coach, the BCCI, the selectors, his seniors, his peers

His professional help: His doctors, his first manager, his current manager and the company

The image builders: Media, with a particular emphasis on photographers

The ‘constituency: His fans

What stands out is what is missing in the list. Sachin has not named a single brand that he has endorsed or a company that he has been associated with commercially.

The use of the word ‘friend’ four times, with the adjective ‘dear’ describing the late Mark Mascarenhas, underlines the humility that his generous use of the word ’thank’ suggests.

There are a number of pointers that show that, despite having been transformed from a boy in middle-class Mumbai to one of India’s greatest sportspersons and icons ever, Sachin remembers his middle-class roots.

1. His reference to his friends being there for him during the 24-year India cricket career

2. His reference to his Ramakant Achrekar as ‘sir’ each time he is mentioned

3. His memory of being transported from ground to ground on Achrekar’s scooter

4. His reference to his missing out on important milestones in the lives of his children and wife: birthdays, anniversaries, holidays and annual days

With this speech, there are some attributes that shine through: Loyalty, humility, steadfastness, committed, dignified, fair, inclusive and generous. Not all are attributes that did not apply to him earlier, but this speech only serves to strengthen the older ones and bring forth newer ones.

This one speech will have brands seeking these attributes making a beeline for him - even after he has retired from the game. Any company in banking, insurance, financial services, real estate, hospitality would love a rub off from Sachin’s post-retirement attributes and one wouldn’t be surprised if we hear of a slew of brand endorsement announcements at prices which are no different than what was being paid to Sachin at his peak.