Introduction
Jasprit Bumrah, India’s pace spearhead across formats, is one of the top athlete endorsers in the country today. His unorthodox action, accuracy, and consistency have made him a cricket sensation, while his humble personality has struck a chord with fans and brands alike. An increasing number of brands have signed up Bumrah as their ambassador over the years. Let’s look at some key endorsements.
List of Brands Endorsed By Jasprit Bumrah
| S. No. | List of Brands Endorsed By Jasprit Bumrah |
| 1 | Dream11 |
| 2 | Performax Activewear |
| 3 | OnePlus India |
| 4 | Ebco Hardware Solutions |
| 5 | BharatPe |
| 6 | Tata Motors |
| 7 | Twills |
| 8 | Uppercase |
| 9 | Unix |
| 10 | Royal Stag |
| 11 | Thums Up |
Fantasy & Gaming Brands
Dream11
The leading fantasy sports platform Dream11 signed up ace Indian cricketer Jasprit Bumrah as one of their celebrity brand ambassadors in 2018. The association involved Bumrah being declared as the face of Dream11’s high-decibel #YeGameHaiMahan multi-media campaign. As part of the endorsement deal, Bumrah features in a series of high-profile promotional advertisements by Dream11 across leading television, print, and digital media platforms.
Strategically, this partnership has proven effective for both Dream11 and Bumrah over the years. Dream11 has been able to successfully leverage Bumrah’s fame and connect with sports fans to drive awareness and engagement with their fantasy cricket gaming platform. Positioning popular cricketers like Bumrah at the forefront has enabled Dream11 to rapidly gain subscribers among India’s cricket followers.
For Bumrah, the frequent appearance in Dream11’s marketing campaigns has strengthened his visibility and connection amongst digitally savvy Indian sports audiences beyond just cricket buffs. This increased his stock as a celebrity influencer. In the future, Dream11 is expected to continue riding on brand ambassador Bumrah’s fame to popularize its gaming product categories while Bumrah himself gains mileage as a recognizable youth icon.
Performax Activewear
Source: Fashionnetwork.com
This homegrown fitness brand signed Bumrah in 2022 for its multi-channel campaigns focused on building awareness of leading an active lifestyle. As one of India’s top professional cricketers known for his fitness regime, Bumrah aligns well with Performax’s brand image.
The 3-year endorsement deal will involve Bumrah featuring in Performax’s promotional advertisements and appearing at brand events as its ambassador. Performax looks to leverage Bumrah’s youth connect along with his health-conscious public persona to drive traction for its activewear range. Its campaign creatives with influencer Bumrah as the face will create buzz around fitness clothing essentials for different every day, training or running needs. For Bumrah, this presents a good opportunity through a long-term association with an Indian fitness brand to promote the message of healthy living.
Given Bumrah’s rising fame, popularity, and genuine personality that resonates with Indian youth, Performax aims to significantly grow its market share in sports/athleisure wear segments. While Performax utilizes Bumrah’s appeal to expand visibility nationwide, Bumrah also gains from endorsing an aspirational Indian brand reaching retail consumers aiming for fitness. Over the next few years, this partnership should benefit both by advancing their respective interests.
Technology Brands
OnePlus India
Source: Adgully.com
The global tech giant OnePlus partnered with ace cricketer Jasprit Bumrah in 2022 on a multi-year endorsement deal owing to his huge popularity among young smartphone users who form the core target segment for OnePlus in India. As per the contract, Bumrah endorses OnePlus’ flagship smartphones by appearing in high-visibility digital promotional campaigns organized by them. Bumrah also participates in select marquee brand events for OnePlus as chief guest or experience zone head.
Strategically, this association provides the ideal leverage for both parties to advance their goals. OnePlus gets to tap into rising ‘Brand Bumrah’ equity to boost consideration for its premium 5G smartphone models among digitally native, aspirational Indian consumers. Bumrah’s visibility as OnePlus’s ambassador grows multi-fold too. Over the next few years, OnePlus India aims to fully capitalize on Bumrah’s influencer status to stand out in India’s competitive smartphone space while Bumrah himself gains more recognition from endorsing a top global tech brand.
Ebco Hardware Solutions
Source: Ebco
Bumrah was roped in by enterprise tech firm Ebco in 2022 on a 2-year deal focused on co-promoting their newest DIY home security and surveillance solutions offering named ‘Ozius’. Bumrah appears in Ozius device commercials as well lends credibility to the Ebco brand’s proposition of providing integrated smart home safety solutions for households amongst end-users.
As a celebrity youth icon, Bumrah’s endorsement helps build awareness regarding Ebco’s easy-to-install Ozius security products range comprising CCTVs, alarms, etc. among potentially tech-savvy home buyers. Bumrah’s trustworthy personality effectually validates Ebco’s solutions’ reliability to prospective consumers during the brand’s expansion phase. In turn, associating with a hardware/IoT solutions brand diversifies Bumrah’s portfolio too. Going forward, Ebco should optimally leverage ambassador Bumrah through ads and field initiatives to accelerate Ozius’s offering’s user adoption while adding to Bumrah’s brand equity.
Financial Sector Brands
BharatPe
Source: X.com
The leading fintech firm BharatPe signed up Jasprit Bumrah as a brand ambassador in 2022 on a contract spanning 3 years. As part of this high-value endorsement deal, Bumrah appears as the lead face across BharatPe’s extensive multi-channel advertisements and marketing campaigns aimed at spreading awareness regarding digital payment adoption among small merchants across India’s Tier 2 and Tier 3 cities and towns.
Leveraging celebrity youth icon Bumrah’s appeal should support BharatPe’s expansion objectives by building trust and familiarity with its merchant solutions. Equally, associating with a top financial services brand expands Brand Bumrah’s scope too.
Automobile Brand
Tata Motors
Source: Youtube
Bumrah was appointed as the official brand ambassador by Indian auto giant Tata Motors in 2022 for the endorsement and promotion of its latest micro-SUV offering – the Tata Punch model. As per Tata Motors, Bumrah’s bold, vibrant, and dynamic personality best reflects the vision behind launching the Punch compact SUV which has been designed specifically to target young, first-time car buyers with an affinity for outdoor adventure.
The 3-year association will involve Bumrah featuring as the lead face across Tata’s television commercials, print ads, and digital campaigns conceptualized around showcasing Punch car’s fun-loving, free-spirited qualities. Punch’s message of helping consumers to ‘break boundaries’ gels with Bumrah’s unconventional cricket journey. For Bumrah, partnering with India’s most trusted auto brand provides an ideal platform to advance his equity beyond cricket.
Tata Motors aims to harness its star asset Bumrah through impactful integrated promotion highlighting Punch car’s performance, and features along with customized ownership programs to accelerate customer acquisition over the 2023-2025 period. Given Punch’s target demography matches Bumrah’s follower profile, this sporting partnership seems primed to yield productive outcomes for both brand and ambassador through deeper resonance with intended audiences.
Apparel & Accessories Companies
Twills
Source: X.com
The men’s casual wear brand Twills owned by Indian textile giant Raymond Group signed up Bumrah as its face in 2021 for digital and print campaigns focused on highlighting stylish comfort aspects of their range in line with the cricketer’s cool personality. Being the brand ambassador, Bumrah sports Twills apparel and promotes their clothing line across his social media handles too.
This partnership helps both the brand and celebrity scale up – Twills taps into Bumrah’s strong youth connect and relatable image to expand its market while Bumrah gains from endorsing ‘Raymond’s heritage brand’s contemporary offering. Over the contract term, Twills is expected to leverage Bumrah’s appeal to drive modern Indian men’s fashion relevance.
Uppercase
Source: BrandEquity
The accessible premium watch brand Uppercase brought ace cricketer Bumrah on board in 2022 on a 2-year endorsement deal to promote its value-driven product range given Bumrah’s strong connection with value-conscious buyers. Bumrah appears in Uppercase’s campaigns focused on college students and young professionals highlighting accessible luxury propositions.
By targeting aspirational youth, both hope to widen their appeal – Uppercase by leveraging Bumrah’s credibility to advance affordable watch proposition and Bumrah by getting associated with an Indian watchmaker brand.
Unix
Source: SportsKhabri
This t-shirt brand Unix signed up for Bumrah in 2022 on an exclusive deal spanning 2 years for the promotion of its merchandise like t-shirts, jerseys, caps, etc with Bumrah’s images using social media marketing. Bumrah will promote Unix’s cricket merchandise range across online platforms to drive sales.
Both entities look to benefit from this – Unix scales up its visibility riding on Bumrah’s fame especially among cricket fans while Bumrah’s brand gets a fillip through an exclusive sporting merchandise partnership.
Beverage Brands
Royal Stag
Source: Exchange4media
The popular Indian whiskey brand Royal Stag owned by global alcohol leader Pernod Ricard brought ace cricketer Jasprit Bumrah on board in 2019 as the face of its then newly launched ‘Royal Stag Mega Cricket’ campaign. As part of the 2-year deal, Royal Stag heavily leveraged Bumrah’s nationwide fame and connected with passionate cricket lovers to drive engagement with its Indian consumer base regarding the brand’s cricket-centric promotion. This association provided twin benefits to both Royal Stag and Bumrah respectively.
For Royal Stag, having an iconic cricketer like Bumrah as a campaign ambassador enabled the brand to magnify its visibility and recall significantly during that period within its core target demographic – whiskey-loving cricket followers across India. For Bumrah, endorsing an established alcohol brand bolstered his pedigree and commercial appeal. Post the collaboration success, Royal Stag continues to utilize sports personalities to push promotions.
Thums Up
Source: Exchange4media
The beverage brand Thums Up owned by Coca-Cola made Bumrah its chief brand endorser in 2017. Over the 3 years, he was featured in high-profile Thums Up Charged campaigns as the face constantly to attract young Indian consumers.
Being the Thums Up ambassador took Bumrah’s stardom to new levels while also aiding the brand’s transition targeting health-conscious youth seeking taste in soda. As Bumrah’s fame grew via feats, his equity as Thums Up’s face too kept rising thereby benefiting both brand and celebrity.
Conclusion
Bumrah’s trustworthy persona coupled with cricketing success has made him the chosen one for brands seeking to leverage sports popularity. From startups to MNCs companies across segments have signed up Brand Bumrah for promotions. This endorsement portfolio has expanded his visibility beyond cricket. For sponsors, Bumrah provides mileage by connecting with fans and consumers nationwide owing to his genuineness. As Bumrah essays more cricketing feats in 2023 and beyond, his brand associations are sure to grow.
