While his so-called absence from award ceremony of Padma Shri has become a news item to cast him in a bad light, the fact that Harbhajan Singh has become the first sportsperson with personality licensing has not been breaking news. This is one more addition to the repertoire of Bhajji and it would indeed add to his stature as a cricketer of eminence.

Coming as it is after the fantastic performance that he gave in New Zealand, and which has excited his franchisee Mumbai Indians before the start of the second season of the Indian Premier League, it may see emergence of a new Bhajji.

It would be a new record that would be created in the branding arena-, as he is the first sportsperson from India who has inked a personality licensing agreement. Personality licensing expands the ambit of association beyond the endorsement of a product.

As a result of this agreement now his name would be selling a basket of products that could include a cricket bat, an apparel range, a food or a drink.

Bhajji would be entering into an exclusive pact with Licensing India, on the threshold of initiation of the second season of the IPL. Licensing India is India's first licensing solutions company that has ventured into ' personality licensing'.

The working of the concept of personality licensing can be illustrated by taking the example of Shiv Khera, the business consultant from India, whose title of the book 'You Can'' has been converted into personality licensing, and it was used as a slogan for diaries notebooks etc. It would be interesting to find out what would be the slogan associated with Bhajji's personality licensing, if it is something that is a mixture of Punjabi and Marathi it may become really interesting.

As he now represents two totally diversified cultures, one by virtue of the state from which he hails-Punjab, and the team for which he plays in the IPL-Mumbai Indians, for the authorities associated with personality licensing it widely opens up the canvas.

As a matter of fact in all such cases the personality licensing for other players would indeed provide immense opportunities for the market professionals to market their products.

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3.25 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."

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