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Paris [France]: After finishing fourth in the <keyword id="22708996" type="General" weightage="20" keywordseo="womens-49kg-weightlifting" source="Orion">women's 49kg weightlifting</keyword> event at the <keyword id="20006192" type="General" weightage="20" keywordseo="Paris-Olympics" source="keywords">Paris Olympics</keyword>, Indian weightlifter <keyword id="20981484" type="General" weightage="100" keywordseo="Mirabai-Chanu" source="keywords">Mirabai Chanu</keyword> expressed her disappointment but vowed to work harder for future competitions. <keyword id="21161146" type="General" weightage="20" keywordseo="chanu" source="keywords">Chanu</keyword> narrowly missed out on a medal, securing <keyword id="22654291" type="General" weightage="20" keywordseo="fourth-place" source="keywords">fourth place</keyword> with a combined total of 199kg. She shared her sentiments in a video posted by the <keyword id="59608" type="General" weightage="20" keywordseo="Indian-Olympic-Association" source="Orion">Indian Olympic Association</keyword> (IOA), saying, "I tried my best to win a medal for the country but I missed it today...It is a part of the game, we all sometimes win and sometimes lose...Next time I will work harder to win a medal for the country...I will try my best and will deliver my best performance in the next game." For India and Chanu, it was another <keyword id="22708997" type="General" weightage="20" keywordseo="fourth-place-finish" source="Orion">fourth-place finish</keyword> in Paris after narrowly missing out on a medal with a combined total of 199kg. The first was the snatch event, where a weightlifter has to pick up the barbell and lift it above their head in one singular motion. The second was the clean-and-jerk event, where a weightlifter is required to pick up the barbell and bring it up to their chest (clean) and then extend their arms and legs to lift it above the head (jerk) with a straight elbow. The weightlifters have to hold it there until a buzzer is sounded. China's Hou Zhihui won gold with a combined total of 206kg, Romania's Mihaela Valentina Cambei took silver with 205kg, and Thailand's Surodchana Khambao claimed bronze with 200kg. India has so far won three bronze medals at the Paris Olympics, all in shooting.

"Tried my best but missed out on a medal": Mirabai Chanu after finishing 4th in women's weightlifting at Olympics

New Delhi [India], July 15 (ANI): The Tokyo 2020 Olympics silver medalist <keyword id="1512866" type="General" weightage="50" keywordseo="mirabai-chanu" source="Orion">Mirabai Chanu</keyword> will lead a five-member Indian contingent at the World Weightlifting Championships in Riyadh, Saudi Arabia. The Riyadh event will be a qualifying event for the 2024 Paris Olympics and will be held from September 4 to 17, as per Olympics.com. <keyword id="335457" type="General" weightage="100" keywordseo="chanu" source="Orion">Chanu</keyword> will be competing in women's 49 kg category. The two-time world championships medalist will be aiming for a gold. She won gold in 2017 meet at Anaheim while had to settle for silver last year in Bogota. BindyarDevi, the 2021 Commonwealth Weightlifting Championships gold medal winner, will be taking part in women's 55 kg event. Chanu and Bindyarani are currently undergoing training at St Louis' SQUAT University under Dr Aron Horschig. The men's team consists of 2022 Commonwealth Games champion <keyword id="7365381" type="General" weightage="50" keywordseo="achinta-sheuli" source="Orion">Achinta Sheuli</keyword>, who will be taking part in 73 kg category. The current national-level champion Narayana Ajith, <keyword id="4889997" type="General" weightage="50" keywordseo="shubham-todkar" source="Orion">Shubham Todkar</keyword>, (who secured the gold medal in the 61kg category at the ongoing Commonwealth Weightlifting Championships) will also be competing. Youth Olympic Games champion and CWG gold medalist Jeremy Lalrinnunga will be missing out on the event due to an injury. This will be Chanu's second competition this year. The 28-year-old lifter from Manipur had undergone five-month rehab followig a hip surgery last year in December. She managed to compete in May's Asian Championships, but could manage only sixth position. The Championships will be a pre-cursor to <keyword id="84384" type="General" weightage="50" keywordseo="asian-games" source="Orion">Asian Games</keyword> this year as the same team, except for Todkar, will represent India's tricolour at the continental event, scheduled to take place from September 23 to October 8, in Hangzhou, China. World Weightlifting Championships 2023: India team -Women: Mirabai Chanu (49kg), Bindyarani Devi (55kg) -Men: Shubham Todkar (61kg), Achinta Sheuli (73kg), Narayana Ajith (73kg). (ANI)

Mirabai Chanu to lead India's contingent at World Weightlifting Championships

<ul><li>Brands in India are desperate to associate with budding sports stars and ready to jump onto any opportunity that helps them stay relevant.</li><li>However, when it comes to celebrating our athlete’s wins, brands often take the focus away from the champion and make it all about themselves.</li><li>The issue of brands dominating social media moments and making it about themselves isn’t new and the answer is in the question itself -- simply avoid making moments about yourself but a lot of brands don't seem to get it right. </li><li>Advertising folks tell us how to get your moment marketing right without taking away the focus from the trend.</li></ul>It is day 6 of <keyword id="395647" type="SPORT" weightage="20" keywordseo="Tokyo-Olympics">Tokyo Olympics</keyword> 2020 and the Indian contingent has bagged one silver medal in weightlifting so far. A month before the Tokyo Olympics began, from Mia to Omega, brands in India launched an array of campaigns to cheer our champions. Afterall, we have one of the largest contingents this time with 120 athletes from 85 disciplines and brands have followed suit by ensuring that they leave no stone unturned to support their athletes. The once-in-a-four-year summer tournament has attracted sponsorships from across categories. The Indian Olympic Association (IOA) has signed Edelweiss, INOX Group, Nippon Paint, Amul, Raymond, JSW Group, MPL Sports Foundation and Raymond as sponsors. Oakley, Mia by Tanishq, Visa India, Bharat Petroleum Corporation Limited, Puma India and sponsors JSW, Omega, BridgeStone and Rin have launched ads to celebrate the journeys of different athletes. After Mirabai Chanu won a silver medal at the Tokyo Olympics on Saturday, according to her management company IOS Sports &amp; Entertainment, quite a few brands rushed to get her onboard. She created history by becoming the first Indian weightlifter to win the silver medal at the Olympic Games. Chanu also became the first Indian to win an Olympic medal at the 2020 Tokyo Games in the Women's 49 kg category. As per media reports, brands across categories like nutrition, sports brands, personal care, beverage and regional brands wanted to onboard the 26-year-old weightlifter as their brand ambassador for campaigns and long-term digital associations. So far, Chanu has partnered with Adidas and Mobil oil. After another silver feather in her cap, her endorsement fee is also expected to double. Shortly after her win, she was also offered free pizza for life by Domino's and the brand garnered a lot of attention from the press and the internet for this gesture. <div type="twitter" handle="dominos_india" handlename="dominos_india" image="http://pbs.twimg.com/profile_images/1074660192883621888/XRjWNq8A_normal.jpg" favoritecount="544" retweetcount="82" status="@gitartha_k Aapne kaha, aur humne sunn liya 🙏 We never want @mirabai_chanu to wait to eat 🍕 again so we’re treatin… https://t.co/PMvPfCa9NP" createdat="1627135343000" id="1418934590950027269"></div> This reflects how brands in India are desperate to associate with budding sports stars and are ready to jump on any opportunity that helps them stay relevant. However, the situation was a little different on social media. Brands of all kinds and sizes did celebrate her win but the focus was on their products and services and not on Chanu’s feat. A few internet users called out the brands that made Chanu’s win all about themselves. <div type="twitter" handle="hoopdoge" handlename="sluggy⁷ˎˊ˗ ᴮᴱ" image="http://pbs.twimg.com/profile_images/1411314545159643138/LdQljHq3_normal.jpg" favoritecount="1" retweetcount="0" status="In other words, here’s about a bunch of brands made the occasion all about themselves 🤙 https://t.co/1QkRxDpM45" createdat="1627207615000" id="1419237720539295751"></div> <div type="twitter" handle="manishkalghatgi" handlename="Manish Kalghatgi" image="http://pbs.twimg.com/profile_images/1134699965853437952/QChverfJ_normal.jpg" favoritecount="0" retweetcount="0" status="Do any of these capture your imagination? Are the brands inserting themselves into the moment with any impact? https://t.co/Vz7SXEvrq3" createdat="1627207149000" id="1419235766954123272"></div> <div type="twitter" handle="narayananh" handlename="Narayanan Hariharan" image="http://pbs.twimg.com/profile_images/755719421860065281/a6WLbNYx_normal.jpg" favoritecount="8" retweetcount="1" status="Did they really celebrate #MirabaiChanu's victory? Doesn't appear so.It was all about their respective brands. https://t.co/HWzyti1v0D" createdat="1627206944000" id="1419234908057194496"></div> <div type="twitter" handle="aniketchitnawis" handlename="Aniket" image="http://pbs.twimg.com/profile_images/1253988807331901445/Dx-Hh7Yf_normal.jpg" favoritecount="67" retweetcount="11" status="aka they totally made it about themselves https://t.co/w0ZjrBNXCw" createdat="1627204097000" id="1419222966215213061"></div> Comedian Varun Nair also uploaded an Instagram Reel showcasing how some brands leveraged Mirabai Chanu's win with poor moment-marketing skills. His caption read, “It seems that Athlete ka achievement celebrate karna aur khudka dhandha should go hand in hand.” <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Albeit, there were a few brands like Dunzo and Amul, who have mastered the art of moment marketing, that kept champion Chanu’s victory first and gained a lot of appreciation from their consumers. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> When it comes to moment marketing, the most important factor is time. It is crucial for brands to churn out their creative before the trend dies. However, in order to meet deadlines and be a part of a trend, if they somehow forget to include the subject of the trend, they might as well stay mum. When it comes to Indian Premier League, the focus in brand campaigns and social media creatives is on Virat Kohli’s sixers or Mumbai Indian’s win. So, why are we not following the same rules for Tokyo Olympics? Advertising folks shared their thoughts on how to find the right balance between being a part of a social media moment and not making it all about yourself. Here’s what they had to say: <cmsannotation type="cmsannotation" annotationid="Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:" text="Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:">Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:</cmsannotation> It is great to see that brands are recognizing and appreciating sports beyond cricket. However, the focus needs to be on celebrating the athlete and the sport in question, as opposed to exploring yet another window of opportunity for product placement. Integrating a product into generic occasions such as Mother’s Day or Diwali is expected since the objective is to showcase how a particular brand of sweet or confectionery item can further uplift personal celebration. But in the case of special and specific events such as the Olympics, the larger narrative leans towards commemorating a shared national success, bringing the country together. Brands who are looking to capitalize on these fluid moments, are aiming to be a part of a trending conversation in the country. In addition to solidifying their support for the athletes, they want to gain visibility, build relevance with the audience, and create top of mind recall for themselves. It is a mark of upstanding creativity on the part of the brand when they can seamlessly integrate themselves into these conversations. Certain brands like <a href="https://www.instagram.com/p/CRtRwQ9J9iN/" target="_blank">OBL Tiles</a> and <a href="https://www.instagram.com/p/CRt0ADFisa-/" target="_blank">Real Juices</a> have paid homage to Mirabai Chanu in an admirable way, by leveraging moment marketing smartly instead of simply looking at ways to superimpose the product in the post. Collectively, brands and creative agencies need to focus on celebrating the spirit of India and what it means for us as a country as opposed to the brand. When the association is slightly more refined and thoughtful, it will resonate with the audience and build engagement. In India, cricket is a religion. Thus automatically, the awareness about the sport, and its subsequent reach and engagement is very high. When brands associate themselves with Cricket and its players, they are hoping to piggy-back not only on the credibility of the players but also on the prestige that the sport enjoys in our country. While other sports such as weightlifting, badminton, archery are gaining momentum and popularity, it is still a far cry from Cricket. Thus, if brands want to adopt this narrative, they will have to create heroes in order to do so. For Olympic sports, the objective then transforms to uplifting the athletes and the sport. <cmsannotation type="cmsannotation" annotationid="Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:" text="Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:">Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:</cmsannotation> The issue of ‘brands making moments about themselves’ isn’t new. In fact, when done tastefully and consistently, it’s even become part of culture (looking at you, Amul!). But it’s not scaled well on the internet. In the early 2010s, commenting on real-time events was novel, so even doing the bare minimum felt enough as long as you were capturing the moment. But latching onto trends, just to catch that inevitable spike in engagement, is still one of the most common false positives which brands that don’t have social/digital as a focus area tend to fall for. So, how do you not make it about yourself? By not making it about yourself. Simple. When you don’t use the athlete to talk about your brand, and instead, use the power and reach of your brand to hype the athlete/sport, the creative opportunities are endless: maybe change your DP to the athlete’s for a day, slide into their DM and congratulate them personally, or even more, remove the ‘end’ from the ‘trend’ and help sustain the conversation by supporting the sport altogether. One brand that’s led by example for this is OYO (their print ad that syncs your calendar to the games is only the latest in a series of campaigns where they’ve prioritized being a fan, before being a brand). But if you’re thinking “I’m not a sports brand. What legitimate value does endorsing/supporting a sport or an athlete add to my brand?”, there’s nothing criminal about that line of thinking too. Just don’t do the bare minimum creatively and congratulate yourself over false positives. <cmsannotation type="cmsannotation" annotationid="Rajeesh Rajagopalan, National Business Head- Grapes Digital:" text="Rajeesh Rajagopalan, National Business Head- Grapes Digital:">Rajeesh Rajagopalan, National Business Head- Grapes Digital: </cmsannotation> Some of the ads are interesting, and some seem to be riding the wave. When brands do moment marketing, the intent is to celebrate these athletes. Some of the brands get this right, but some got lost in the crowd. The key to any moment marketing campaign, be it sports or some other topic- is weaving a story with the brand values and not being in your face or doing a sales push. The brand that has been acting moment marketing is Amul, way before social media even existed. When we talk about an IPL team or a player from the cricket team acknowledged, we get to know a lot about the player, their personalities, their image, which becomes easier to draw a reference from their personality and weave it into a moment marketing post. Imagine doing that with an athlete about whom brands know nothing? The struggle in front of brands remains in what form the personality must represent in their brand value. So, most brands end up doing generic posts, which merely look like it is all about them and not about the athlete. I think brands need to do a lot more homework when they congratulate an athlete. Otherwise, a simple congratulations post would look better. <cmsannotation type="cmsannotation" annotationid="Akshara Vasavda, Creative Lead, Schbang:" text="Akshara Vasavda, Creative Lead, Schbang:">Akshara Vasavda, Creative Lead, Schbang:</cmsannotation> This is the lowest hanging fruit and a pick your battles situation. Brands do topicals for every single thing, and Olympics as a whole are considered moment marketing - whatever happens within Olympics, especially with Indian players, becomes a moment to capitalise. ‘Capitalise’ is the operating word. Very few brands actually manage to come up with something creative, seamless, and impactful enough to actually mean something when it comes to ‘topicals’. Just scroll past it, unless you see something that strikes you visually or creatively. As far as I know, IPL is treated the same way, except there’s way more audience awareness so there’s more opportunity to do layered communication and bank on the audience to ‘get it’. That’s just my personal understanding! <div type="Article" hostid="261" msid="84678943" title="With rising COVID-19 cases associated with the Olympic Games, will brands get the most bang for their buck?" mstype="2" mssubtype="0"></div>

Here’s how brands can avoid making our athletes’ win at Tokyo Olympics all about themselves

<ul><li>The 128-year-old <keyword id="277948" type="General" weightage="100" keywordseo="amrutanjan" source="Orion">Amrutanjan</keyword> Healthcare has signed <keyword id="1512866" type="General" weightage="20" keywordseo="mirabai-chanu" source="Orion">Mirabai Chanu</keyword> and <keyword id="2540168" type="General" weightage="20" keywordseo="bajrang-punia" source="Orion">Bajrang Punia</keyword>, as brand ambassadors.</li><li>They will endorse products like Back Pain Roll-On, Joint Muscle Spray, and Pain Patch.</li><li>With this partnership, the brand wants to highlight its Body pain management products by narrating not only the success stories of these athletes but also their hardships on their journey towards excellence.</li></ul>Amrutanjan Healthcare has signed the Champions of Tokyo 2020 Olympic Games, Weightlifting Silver medalist Mirabai Chanu and Wrestling Bronze medalist Bajrang Punia, as brand ambassadors. The <keyword id="1238180" type="General" weightage="20" keywordseo="olympic-champions" source="Orion">Olympic champions</keyword> will endorse the company's portfolio of Advanced Body pain management products which includes Back Pain Roll-On, Joint Muscle Spray, and Pain Patch. As top-class sportspersons, these athletes have won honours for India on a global platform but the road to success in sports has never been easy. These players had to overcome their fair share of pain, hardship, and challenges. Amrutanjan, a pioneer in pain management since 1893, has been helping millions of Indians to overcome pain and through this partnership, it will highlight its Body pain management products by narrating not only the success stories of these athletes but also their hardships on their journey towards excellence. As part of the partnership, the brand ambassadors will feature in a series of campaigns including television and digital commercials for Amrutanjan’s Advanced Back Pain Roll-On, Joint Muscle Spray, and Pain Patch. All these products are a unique blend of health, science, and nature and are loyal to the roots of Ayurveda. Both the athletes will also appear in various initiatives such as consumer and customer outreach programs. Commenting on the association S <keyword id="12246377" type="General" weightage="20" keywordseo="sambhu-prasad" source="Orion">Sambhu Prasad</keyword>, Chairman and Managing Director Amrutanjan Healthcare Limited said, “Amrutanjan has always been a pioneer in pain management products, and is India’s trusted choice for effective pain relief over the years. As a company, we are always striving to enhance the quality of life of consumers through our innovative products. Our expertise lies in combining science with the naturalness of Ayurveda and we have been honing this since 1893. Our products are known for being efficacious in providing the relief that our consumers seek. We are against the use of synthetic chemicals like Diclofenac which are known to cause serious side effects to personal health and impacts the larger environment.” The company is now focused on growing its portfolio by offering more superior pain management products that come with performance-based claims backed by scientific clinical trials. As a proud Indian brand, it gives us immense pleasure to sign our Olympic champions as our brand ambassadors. They have overcome immense odds to achieve success for our country on a global stage and we are proud to have them on board.” Mani Bhagavtheeswaran, Chief Marketing Officer, Amrutanjan Healthcare Limited, said, “Mirabai and Bajrang have emerged as role models and youth icons for the future generation. They embody the spirit of never giving up despite pain or setbacks and that's a value our brand resonates with. Through this collaboration and stories of the athletes we want to highlight the fact that pain can be overcome and it should not stop you from achieving your dreams.” Mirabai Chanu said, “I am very excited to partner with Amrutanjan to promote their portfolio of pain management products. As an athlete, we have to endure physical pain and yet continue to perform. On days when the pain is almost unbearable, Amrutanjan’s range of products such as Pain Relief + Patch and Back Pain Roll-On has come to my rescue. Its Hot Action’ heat therapy starts working within 30 seconds to give instant and long-lasting relief.” Bajrang Punia said, “As a high-performance athlete, I am always looking for any edge that I can get over my competition and am looking forward to using Amrutanjan's Joint Muscle + 'Spray to help me in relieving joint, muscle, and overall body pain. Moreover, for athletes in combat sports like wrestling, recovery is just as important as peak performance. This spray reaches the affected muscle and kicks out pain instantly making it helpful for quick body recovery after an intense training session or between competition bouts."

Mirabai Chanu and Bajrang Punia to be the faces of Amrutanjan’s pain management range

<ul><li><keyword id="1447240" type="PERSON" weightage="20" keywordseo="Saikhom-Mirabai-Chanu">Saikhom Mirabai Chanu</keyword> won a silver medal in weightlifting at the recently concluded Tokyo Olympics 2020. </li><li>She will be now representing <keyword id="129103" type="COMPANY" weightage="20" keywordseo="Amway">Amway</keyword>'s <keyword id="570139" type="COMPANY" weightage="20" keywordseo="Nutrilite">Nutrilite</keyword>. </li></ul><keyword id="187224" type="COMPANY" weightage="20" keywordseo="Amway-India">Amway India</keyword> has appointed Olympian Saikhom <keyword id="1512866" type="PERSON" weightage="20" keywordseo="Mirabai-Chanu">Mirabai Chanu</keyword> as the brand ambassador for its Nutrilite range of products. Chanu will spearhead the company’s campaigns focused on its foundation range such as <keyword id="11874969" type="UNKNOWN" weightage="20" keywordseo="nutrilite-daily">Nutrilite Daily</keyword>, Omega and All Plant Protein amongst others, across platforms. The association with the Olympic medalist is in line with Amway’s focus on consolidating its health and nutrition category, especially targeting women and youth in the country. Commenting on the association, Anshu Budhraja, CEO, Amway India said, “Amway and Nutrilite symbolize best of entrepreneurship, opportunity, women empowerment, nutrition and wellness globally. Our association with Mirabai Chanu is a natural choice. She exemplifies our values of hope, commitment, self-empowerment, healthy living; and her commitment to fitness is unparalleled. This makes her the perfect partner to further amplify our ethos of helping people live better, healthier lives.” “Our association with Ms. Chanu is also a tribute to our incredible women leaders who have been leading from the front and re-imagining the future, for themselves, for their families and ultimately for the society at-large. Comprising over 60% direct sellers, women and youth are at the heart of this incredible organization and are the enablers in helping us drive the commitment towards entrepreneurship to empower the women and our women,” he added. Speaking about her association, Saikhom Mirabai Chanu said, “Nutrilite is an iconic brand, recognized globally for its plant-based approach to dietary supplements. As a professional athlete, I am always looking for ways to improve my fitness and thereby, my game. Hence, proper nutrition through a balanced diet is extremely important for me. I am excited to join hands with Nutrilite –which is world’s no 1 vitamins and dietary supplements brand, committed to making people lives healthier.” Talking about the newly on boarded brand ambassador Mirabai Chanu, Ajay Khanna, Chief Marketing Officer, Amway India, said, “As the nation prepares to build their health and strengthen their immunity, we are delighted to welcome Mirabai Chanu to the Nutrilite family. Her unmatched dedication to fitness and youth appeal resonates well with Nutrilite’s world-class image offering the best of nature and the best of science for optimal health. With Ms. Chanu as our brand ambassador, we are confident of further strengthening our connect with young consumers across the country.” A global leader in the nutrition segment, Amway continues to solidify its leadership in the health and immunity domain through consistent product innovation and the unique seed-to-supplement process. Nutrilite, the flagship brand of Amway, enjoys a successful legacy of over 80 years of pioneering and perfecting the plant-based approach to supplementation. The company recently launched Chyawanprash by Nutrilite and Nutrilite Vitamin C Cherry Plus, a targeted supplement in the food for special dietary usage (FSDU) segment, further strengthening the nutrition portfolio. With evolving consumer trends, the nutrition category has registered immense growth with Nutrilite contributing over 61% to the company’s business revenue. The category is poised for tremendous growth with an increase in contribution to over 65% (CAGR of 10%) by 2024, which includes a significant contribution from the Nutrilite Traditional Herbal segment.

Amway India onboards Olympic medalist Saikhom Mirabai Chanu as the brand ambassador for its Nutrilite range

India's <keyword id="3770867" type="General" weightage="20" keywordseo="Jhilli-Dalabehera" source="Orion">Jhilli Dalabehera</keyword> won a silver medal in the Commonwealth Weightlifting Championships in Tashkent, Uzbekistan, which is being held alongside the <keyword id="6398240" type="General" weightage="20" keywordseo="World-Championships" source="Orion">World Championships</keyword>. Jhilli, the 22-year weightlifter from Odisha's tribal Mayurbhanj district, finished second in the women's 49 kg, the same weight class in which <keyword id="1512866" type="General" weightage="20" keywordseo="mirabai-chanu" source="Orion">Mirabai Chanu</keyword> won silver in Tokyo Olympics Games. Mirabai is not participating in this event as she is on a break. Jhilli, who is an <keyword id="770907" type="General" weightage="20" keywordseo="Asian-champion" source="Orion">Asian champion</keyword> and a bronze medallist in the World junior in 45kg but has moved up to 49kg as 45kg is not a recognised Olympic discipline, came up with the best effort of 73kg in snatch and 94 kg in clean and jerk for a total of 167kg -- her personal best in this class. She finished second in the Commonwealth nations, behind Nigeria's Peter Stella Kingsley, who lifted 168kg (72 + 96). Though the <keyword id="61832" type="General" weightage="20" keywordseo="Commonwealth-Weightlifting-Championship" source="Orion">Commonwealth Weightlifting Championship</keyword> is a qualifying event for next year's Commonwealth Games in Birmingham, Jhilli could clinch her berth on Thursday as only the gold medallists at Tashkent make the grade. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/microsoft-whitehat-jr-collaborate-to-offer-minecraft-game-based-learning-experience/articleshow/88182095.cms">Microsoft, WhiteHat Jr collaborate to offer Minecraft game-based learning experience</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/mapmyindia-ce-info-systems-ipo-analysts-see-as-long-term-bet-on-being-pioneer-in-digital-maps/articleshow/88180960.cms">Analysts see MapmyIndia as a long term bet on being a pioneer in digital maps</a>

India's Jhilli Dalabehera wins silver in Commonwealth Weightlifting Championship

<ul><li>With one Gold, two silver and four bronze, India recorded its best-ever medal haul at the Tokyo Olympics this year, which ended on Sunday.</li><li>As the Tokyo Olympics came to an end, we talk to experts to find out who will land the most <keyword id="6359405" type="UNKNOWN" weightage="20" keywordseo="brand">brand</keyword> endorsement deals, and whether the new players will become as attractive to brands as someone like <keyword id="501707" type="ORGANIZATION" weightage="20" keywordseo="PV-Sindhu">PV Sindhu</keyword>.</li></ul>This year at the Tokyo Olympics, Mirabai Chanu, Neeraj Chopra, Ravi Kumar Dahiya, PV Sindhu, Lovlina Borgohain, Bajrang Punia brought joy to a billion hearts by bringing home one gold, two silver and three bronze medals. India’s hockey team also clinched a bronze after 41 years. This was the first time that India has managed to secure seven medals across varied sporting events. India also had the largest contingent ever of 127 athletes travelling to Tokyo who participated in 69 cumulative events across, the highest ever for the country. With this historic win, underrepresented athletes and sports are back in the limelight in the endorsement world. Indian brands also made sure that they leave no stone unturned in celebrating our athletes and their glorious win. The first athlete to bring back a medal for India this year was 26-year-old weightlifter, Mirabai Chanu. Shortly after her win, she was also offered free pizza for life by <a href="https://twitter.com/dominos_india/status/1418934590950027269">Domino's </a>and the brand garnered a lot of attention from the press and the internet for this gesture. Hospitality brand <a href="https://twitter.com/rohitisb/status/1424620158929162243">OYO </a>also offered women’s hockey team a chance to stay at any of their hotels in India. Apart from that, small start-ups to masters like Amul, brands made the most of our gold-winning moment at the global stage to congratulate Neeraj Chopra, who became independent India’s first Olympian to win a medal in athletics/track and field. According to Facebook, Neeraj Chopra was the second most mentioned athlete on its platform across the globe, whereas on Instagram, he was the most mentioned athlete globally. Over the years, we have seen brands spend the most on players from popular sports like cricket. While athletes get some screentime in ads closer to tournaments like Olympics, very few brands have long-term deals with most of these athletes, unless it is someone like a PV Sindhu, who has been around for a while now and has won many accolades and tournaments for the country. So with the curtains falling on Tokyo Olympics and the next Olympics games still being three years away, will brands bring the newer winners or even players who came really close to bringing medals home? This year, however, many of the athletes have received a lot of attention from brands. It was not just Sindhu or Neeraj Chopra, who aren’t new to the endorsement world; other new medalists Mirabai Chanu, Ravi Kumar Dahiya, Lovlina Borgohain and Bajrang Punia have also received an overwhelming response. Slowly and steadily, brands in India are branching out from cricket and looking to associate with budding sports stars to connect with the youth. We spoke to experts to find out who will land the most brand endorsement deals among the six medalists and hockey team. Aviral Jain- Managing Director, Duff &amp; Phelps - A Kroll Business said, “We think it will be a combination of both, though PV Sindhu now carries the tag of “She did it again,” which is unique and privileged. Other non-cricketing sports celebrities such as Hima Das, T. Gopi, Manika Batra, and Deepika Kumari have recently done well in terms of brand endorsements, driven by their splendid individual achievements on the field. Major brands like PepsiCo (PV Sindhu, Neeraj Chopra and Hima Das), Tanishq (Manika Batra and Deepika Kumari), and ASICS (Bajrang Punia, Sakshi Malik, etc.) have successfully associated with various non-cricketing celebrities, and with these non-cricketing wins at the Tokyo Olympics, we can surely expect a greater share of athletes in the advertisement campaigns going ahead.” Anjan Ghosh - Executive Vice President- Hansa Research also echoes these views. He said, “In all probability, more brands will sign up PV Sindhu; her brand standing has gone up substantially, having won medals in multiple Olympics. Brands that want to stand for consistency, fidelity, and grit will find Sindhu a compelling endorser. Also, those who wish to appeal to the young, aspiring women eager to achieve will try to harness Sindhu’s determination and intent and infuse these into their brand personality. The best part is that her success is not a flash in the pan; longevity is something that many brands aspire.” Sahil Chopra, Founder &amp; CEO- iCubesWire said that apart from Sindhu, India’s national sport might also gain more attention this year. “I guess it will be a mix of both known faces and new faces, but yes, the likes of PV Sindhu who have refreshed the memories, will have an edge over the new ones. Only exception to this could be hockey, being the national sport and the way it has captured people’s hearts in the past.” According to media reports, Sindhu currently has 10 deals with Bank of Baroda, Bridgestone Tyres, Visa India, Google, real estate firm Pooja Developers, Chinese sports brand Li Ning, Stayfree, PNB Metlife, Sharechat and Vizag Steel. Experts said that her brand value is likely to double after her incredible performance. But Sindhu is just getting started. The 26-year-old shuttler still has a long career ahead of her, and we expect to witness more iconic wins from her. TRA Research’s CEO, N. Chandramouli said, “PV Sindhu’s winning medals twice in succession is a phenomenal performance at the Olympics. Her value seems to have gone along with her second-time win, and would nearly double. She is young yet, and still has at least one more Olympic Games to look forward to, and so more years of sporting success ahead of her.” On whether Sindhu and Chopra will attract the most brand roles or will newer medalists also get a chance, he added, “All Olympic medal winners from India will gain, some a little more than others. The newer medalists are just starting off, so it's only natural that they will have to prove themselves consistently to see their brand value increase.” Jain also said that Sindhu’s fees and her popularity is likely to double. “Today, she is the undisputed queen of the Indian brand endorsement market (women sportspersons) with more than 10 endorsements and more than 7 million followers on social media. And we expect both the number of brand endorsements and the endorsement fee to increase significantly post her phenomenal success at the Tokyo Olympics, resulting in a significant increase in her brand value.” New-age brands are more likely to onboard the new medalists as their fees is substantially lesser than a seasoned athlete. Mirabai Chanu and Lovlina Borgohain, who recently won Silver and Bronze medals, respectively, in the Tokyo Olympics seem to have caught the attention of many brands. While Mirabai Chanu is currently associated with brands like Adidas and Mobil, her endorsement portfolio is expected to rise post her success at the Olympics. “Not all brands will look for Lovlina and Mirabai given the lesser fan-following for these sports (as compared to say badminton or hockey) – however, those brands that want to epitomize empowerment for women, a burning desire to break into the mainstream from the fringes, or stand up against many adversities may try to build a narrative around personalities like Lovelina / Mirabai. Categories that are looking for evolution through innovation / competing against the conventional might want to weave a story around such personalities – say, solar panels, unconventional energy, electric bikes etc,” said Ghosh. Is the sports ecosystem really changing? With cricket matches being limited this year, brands are banking on Olympic stars to gain consumer attention and stay relevant. However, cricket still gets the bigger piece of the pie. Sahil Chopra is eager to see a sporting ecosystem where all sports get their due, equal recognition. He said, “I would personally love to see the change and this will be good for the ecosystem as well as the audience. The current ecosystem is so cricket-centric at times it isn’t good for the brand recall when you end up seeing the same faces all the time.” Ghosh said that while there is certainly going to be a change in the fortunes of other Indian athletes/sports stars, especially with the surge in enthusiasm over sports other than cricket, and many will see better brand endorsement contracts coming their way – however, a significant difference might take more time. He said, “Not sure whether the sports marketing ecosystem has changed in a radical way – the support / patronage is still lukewarm; the efforts are still guarded. Other sports stars are enjoying higher popularity and getting better visibility but the gap with cricket is still painfully wide.” Jain told us how a marketer evaluates new endorsement opportunities looking at the extent of media coverage given to the sport, the tournament’s share in the national media broadcast, and finally, the degree of relevance a player has for the audience. So, it is important for new medalists to stay in the news. He said, “While the Indian arena has a wide range of sports being followed by the masses, cricket continues to dominate and maintain a strong hold on the endorsement front. Lately, with the advent of professional leagues (on the lines of the IPL) for other sports like kabaddi, football, badminton, etc., brands and advertisers are favorably looking at these non-cricketing opportunities. However, brand endorsements by non-cricketing sporting stars in India are largely driven by individual visibility; this is in comparison to endorsements for cricketing stars that could be “across the board.” Brands typically feature athletes for their grit, patience and determination, and this helps in targeting millennials and Gen Z who are seeking new aspirational figures. With multiple Olympic achievements this year across non-cricketing sports (badminton, hockey, boxing, wrestling and weightlifting), these sports stars will definitely get more attention going ahead.” After a historic performance at the Olympics this year, experts are hopeful that non-cricketing sports stars will also bag more brand deals. <div type="Article" hostid="261" msid="85102342" title="As PV Sindhu takes 20 brands to court for using her name and image without permission, here's how agencies and brands can be careful with moment-marketing in the future" mstype="2" mssubtype="0"></div>

Will the brandverse give equal attention to all medalists of Tokyo Olympics or will PV Sindhu be the biggest gainer?

<ul><li><keyword id="501707" type="ORGANIZATION" weightage="20" keywordseo="PV-Sindhu">PV Sindhu</keyword> started her campaign in Tokyo without breaking a sweat, cantering to a comprehensive 21-7, 21-10 win over <keyword id="1492093" type="PERSON" weightage="20" keywordseo="Ksenia-Polikarpova">Ksenia Polikarpova</keyword> of Israel in a women's singles <keyword id="11670222" type="UNKNOWN" weightage="20" keywordseo="group-j">Group J</keyword> match on Sunday.</li><li>India's biggest hope for a medal in badminton competitions at the <keyword id="395647" type="SPORT" weightage="20" keywordseo="Tokyo-Olympics">Tokyo Olympics</keyword>, raced to a straight games victory in just 29 minutes, not allowing her opponent any chance in the match.</li><li>Ksenia is ranked 58th on the <keyword id="46496" type="COMPANY" weightage="20" keywordseo="BWF">BWF</keyword> World Rankings, while <keyword id="18127" type="COMPANY" weightage="20" keywordseo="Sindhu">Sindhu</keyword> is seventh.</li></ul>India's Rio Olympics silver medallist PV Sindhu started her campaign in Tokyo without breaking a sweat, cantering to a comprehensive 21-7, 21-10 win over Ksenia Polikarpova of Israel in a women's singles Group J match on Sunday. Sindhu, India's biggest hope for a medal in badminton competitions at the Tokyo Olympics, raced to a straight games victory in just 29 minutes, not allowing her opponent any chance in the match. In the first game, Sindhu won 13 consecutive points from six to build a big lead that was enough to overwhelm Ksenia. In the second game too, Sindhu maintained the pressure, winning points at a steady rate as she started her campaign on a winning note. Ksenia is ranked 58th on the BWF World Rankings, while Sindhu is seventh. And the gulf was evident in the final outcome of the match. Such encounters against lower-ranked players tend to be a bit laborious for the higher-ranked players if they take things too easy and become a bit complacent. As the lower-ranked players do not have anything to lose, they come well prepared, thus causing problems for the higher-ranked player. Such a thing had happened for India's B Sai Praneeth in the men's singles Group D match on Saturday as he lost to Misha Zilberman of Israel. However, Sindhu went into the match very focused and played her usual game. "Even though my opponent was lower-ranked, I didn't want to assume it would be easy. It is important to be focused. I made sure we had some rallies and I got used to the court," Sindhu was quoted as saying in flash quotes provided by <keyword id="66015" type="ORGANIZATION" weightage="20" keywordseo="Badminton-World-Federation">Badminton World Federation</keyword> (BWF). Sindhu said she used the match as preparation for tougher opponents that she will encounter in the knockout stage. "It's important to make sure you play all your strokes and get used to them on the court because you can't play them all of a sudden against a stronger opponent, you can't do that. It's important to know that your strokes are going well," she said. Sindhu said she will continue with the same approach in the next match against Cheung Ngan Yi of Hong Kong in the three-player group from which the winner will qualify for the pre-quarterfinals. "Each match is important, and it's one match at a time. I'm thinking about my next opponent (Cheung Ngan Yi). I will miss the spectators, but everyone is supporting me virtually." Asked about the pressure as she is hoping to add to the silver medal she won in 2016 Rio, Sindhu said she is taking the Tokyo Olympics as a fresh tournament and not thinking much about the past. "Tokyo is a fresh start, and it's important to be ready every day. Everybody will be in top form. I came with that mindset, and I'm not thinking of the past, but what's ahead." If she wins her second Group J match, Sindhu has some tough opponents lined up in the knockout stage as she is scheduled to play third seed Mia Blichfeldt of Denmark in the pre-quarter finals. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/sports/news/mirabai-chanu-becomes-the-first-indian-weightlifter-to-win-a-silver-medal-at-olympics/articleshow/84701680.cms">Mirabai Chanu becomes the first Indian weightlifter to win a silver medal at Olympics</a>

Tokyo Olympics: PV Sindhu wins opening match against Ksenia Polikarpova

<ul><li>Prime Minister <keyword id="6354477" type="PERSON" weightage="20" keywordseo="Narendra-Modi">Narendra Modi</keyword> showered praise on India's Olympians and urged the nation to "give them a big round of applause for their achievements."</li><li>He made a pointed reference to the way the Olympics have impacted thinking within the country. "It is a major turning point for our country," he said.</li><li>He also highlighted the achievements of Indian women athletes when he announced that Sainik Schools, for the first time in their history, will be opened up for girls.</li></ul>Speaking from the historic ramparts of the Red Fort on the 75th <keyword id="28240" type="PERSON" weightage="20" keywordseo="Independence-day">Independence Day</keyword>, Prime Minister Narendra <keyword id="6354642" type="PERSON" weightage="20" keywordseo="Modi">Modi</keyword> showered praise on India's Olympians and urged the nation to "give them a big round of applause for their achievements." In his 88-minute address, the Prime Minister made a pointed reference to the way the Olympics have impacted thinking within the country. "It is a major turning point for our country," he said. "In this decade we have to speed up the drive to bring talent, technology and professionalism into sports in the country." Drawing the nation's attention to the Olympians present in the audience, the Prime Minister said, "The athletes who have made us proud at the Tokyo Olympics are here among us today. I urge the nation to applaud their achievement today. They have not only won our hearts but also inspired future generations." He also highlighted the achievements of Indian women athletes when he announced that Sainik Schools, for the first time in their history, will be opened up for girls. "It is a matter of pride that India's daughters are performing splendidly, be it in Board exams or the Olympics," the PM declared. Emphasising the importance of sports in the school curriculum, he said: "There was a time when sports were not considered to be a part of the mainstream. Parents used to say to children that they would spoil their life if they kept playing. But today, awareness about the importance of sports and fitness is widespread all over the country. We have experienced it in the Olympics this time." As many as 240 Olympians, including gold medallist Neeraj Chopra and silver medallist Mirabai Chanu, the men's and women's hockey teams, their support staff, and officials of the Sports Authority of India were present to listen to the Prime MInister. On his way out of the Red Fort, the Prime Minister's cavalcade stopped at the enclosure reserved for the Olympians and he walked around waving at them. In view of the Covid protocols, the sportspersons remained seated. The athletes surely were excited and shared pictures from the Red Fort on social media platforms as well. Olympian shooter Sanjeev Rajpoot took to Twitter to express his feelings from Red Fort. "Nothing comes close to the feeling of representing your country. Saluting the sacrifices and valour of our freedom fighters! Happy Independence Day. Jai Hind." SEE ALSO <a href="https://www.businessinsider.in/business/news/paytm-ipo-former-one-97-communication-director-urges-sebi-to-stall-the-public-issue/articleshow/85293132.cms">Paytm IPO: Former One 97 Communication director urges SEBI to stall the public issue</a> <a href="https://www.businessinsider.in/tech/news/windows-11-microsoft-rolling-out-updated-snipping-tool-calculator-and-mail-apps/articleshow/85292943.cms">Windows 11 Microsoft rolling out updated snipping tool, calculator and mail apps</a> <a href="https://www.businessinsider.in/business/corporates/news/infibeam-avenues-is-looking-to-acquire-a-point-of-sale-company/articleshow/85292156.cms">INTERVIEW: Infibeam Avenues is looking to acquire a point-of-sale company</a>

PM Narendra Modi applauds Indian contingent at 2020 Tokyo Olympics in his Independence Day speech

Six-time world champion M C <keyword id="47387" type="PERSON" weightage="20" keywordseo="Mary-Kom">Mary Kom</keyword> (51kg) powered into the Olympic <keyword id="6374108" type="COMPANY" weightage="20" keywordseo="games">Games</keyword>' pre-quarterfinals after staving off a spirited challenge from Dominican Republic's Miguelina Hernandez <keyword id="16626" type="PERSON" weightage="20" keywordseo="Garcia">Garcia</keyword> in the opening round here on Sunday. The 38-year-old, who is a 2012 Olympic bronze-medallist, prevailed 4-1 against a rival who is 15 years her junior and a Pan American Games bronze-medallist. In a bout that was exciting from start to finish, Mary Kom displayed some brilliant tactics to overcome the fight that Garcia put up. "It has been very painful, the last couple of years, for everybody because of the pandemic and everything shut down. We are all suffering the same problem and every athlete has to train at home, but for us boxers we need a training partner," Mary Kom said in the mixed zone after her triumph. "I am so lucky, I could set up a little gym with equipment and a bag, but the only thing missing was a sparring partner which is the most important for the eye contact and everything," she added about the challenges building up to the Games amid the COVID-19 pandemic. If Mary Kom held back in the opening round to get a good measure of her rival, the veteran was aggression personified in the final three minutes after Garcia bagged the second round with some fierce punching of her own. Mary Kom's trusted right hook aided her well through the bout and she also displayed a sharp mind by forcing Garcia to lunge at her, opening up the space for the Indian to land clear punches. The youngster from Dominica had the stomach for a fight but was undone by her inability to strike clearly. Mary Kom, a mother of four, will next be up against third-seeded Colombian <keyword id="8152513" type="PERSON" weightage="20" keywordseo="Ingrit-Valencia">Ingrit Valencia</keyword>, who was a bronze-medallist at the 2016 Rio Games. She has beaten the Colombian both times the two have faced, including the 2019 world championship quarterfinals. "I have all the medals in my hand. Olympic medal (bronze) from 2012, <keyword id="6354367" type="ORGANIZATION" weightage="20" keywordseo="Commonwealth-Games">Commonwealth Games</keyword> gold, six-time gold at world championships. It's not easy to count them, but the difficult part is continuously winning and performing, it's not easy," she said. "...what is left is the Olympic gold medal. That is what is driving me and pushing me to carry on. I am trying my best, if I am able to get it then I will be so grateful, but if not then I will still be so happy for all the medals I have won in the past," she added. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/sports/news/mirabai-chanu-becomes-the-first-indian-weightlifter-to-win-a-silver-medal-at-olympics/articleshow/84701680.cms">Mirabai Chanu becomes the first Indian weightlifter to win a silver medal at Olympics</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/sports/news/tokyo-olympics-pv-sindhu-wins-opening-match-against-ksenia-polikarpova/articleshow/84723787.cms">Tokyo Olympics: PV Sindhu wins opening match against Ksenia Polikarpova</a>

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Tokyo Olympics: PV Sindhu wins opening match against Ksenia Polikarpova

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PM Narendra Modi applauds Indian contingent at 2020 Tokyo Olympics in his Independence Day speech

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