Sahara is in the BCCI's bad books once again, this time over an advertisement featuring cricketers like Sachin Tendulkar and Yuvraj Singh that Sahara has commissioned for its retail venture Q-shop. BCCI says its objections follow concerns raised by some cricketers about the way they have been portrayed, reports Rupha Ramani and Pavni Mittal of CNBC-TV18.
It's this portrayal of prominent cricketers like Sachin Tendulkar, Virender Sehwag, Yuvraj Singh and Virat Kohli that BCCI finds objectionable. Sources say the ad, for Sahara's retail venture Q-shop, has prompted BCCI to unofficially approach Sahara to take it down this, after some of the cricketers raised concerns over their portrayal in it during Wednesday's working committee meeting in Chennai. But ad-makers believe that these concerns may not be justifiable
Prahlad Kakkar, CEO, Genesis Films, "I think its very very clear as to why they were doing it - and what was the purpose of what they were doing. Im sure they were shot in isolation - i am sure they were not shot in the juxtaposition they have been done..even if they were done on their own, without the visuals of the families , children etc which were juxtaposed probably later, the fact is that nobody is stupid enough nowadays to not ask why they were doing what they were doing."
KV Sridhar, National Creative Director, Leo Burnett, says that they are probably covering up - they should have spent more time to see the finished product as ads are played more than cricket matches.
Reports also suggest that one of the reasons for BCCI's objections to the advertisement is that Sahara used eight players, when the agreement permits only three. Sources add that the advertisement portrays other brands as adulterated and this could have ramifications for the cricketers, who also endorse other brands.
BCCI has refused to comment on the matter. Sahara says it is not aware of any such objection and Rediffusion Y & R, the creative agency behind the ad, is also staying mum. However, sources say that Sahara will shorten the ad to a 30-seconder, which will go on air only after BCCI approval.