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The upcoming <keyword id="23311823" type="General" weightage="20" keywordseo="Executive-Council-meeting" source="keywords">executive council meeting</keyword> of the <keyword id="19896477" type="General" weightage="100" keywordseo="Indian-Olympic-Association" source="keywords" meta.keywordsubtype="org" meta.entityname="Indian Olympic Association" meta.hostid="261" meta.entityid="Indian Olympic Association">Indian Olympic Association</keyword> (<keyword id="19934453" type="General" weightage="20" keywordseo="IOA" source="keywords" meta.keywordsubtype="org" meta.entityname="IOA" meta.hostid="261" meta.entityid="IOA">IOA</keyword>) is poised to be a contentious gathering as various contentious issues are added to the agenda. One of the primary topics of discussion will be the alleged "threatening letters" issued by the IOA president, <keyword id="20284696" type="General" weightage="20" keywordseo="PT-Usha" source="keywords">PT Usha</keyword>, to council members. This meeting is taking place amidst escalating tensions between Usha and IOA treasurer <keyword id="21208123" type="General" weightage="20" keywordseo="Sahdev-Yadav" source="keywords">Sahdev Yadav</keyword>. On Tuesday, Yadav announced his intention to pursue legal action against Usha, claiming that she defamed him following her issuance of a show cause notice related to a complaint questioning his eligibility for the treasurer position. The agenda for the meeting has expanded to include 14 points, prominently featuring discussions around the "illegal and threatening letters issued by the President to the members of the Executive Committee from time to time." Additionally, the council plans to explore the scope of the president's powers under the IOA Constitution and will consider whether to report the president's conduct to the IOA <keyword id="23311824" type="General" weightage="20" keywordseo="Ethics-Commission" source="keywords">Ethics Commission</keyword>. A joint communication regarding the meeting was issued by 12 council members, including senior vice president <keyword id="21151445" type="General" weightage="20" keywordseo="Ajay-Patel" source="keywords">Ajay Patel</keyword>, vice-presidents Rajalaxmi Singh Deo and Gagan Narang—an Olympic medallist — along with former wrestler and council member Yogeshwar Dutt. Notably, members who refrained from signing this communication include boxer M.C. Mary Kom and table tennis player A. Sharath Kamal, both of whom are part of the IOA athletes' commission. <h2>Focus on recent <keyword id="19933819" type="General" weightage="20" keywordseo="Olympics" source="keywords">Olympics</keyword> and financial concerns</h2>The meeting will also address significant matters related to the recent Paris Olympics. Key topics will include an examination of sponsorship agreements and "additional expenditures" incurred during the event, such as the costs associated with the president's room upgrades, which are alleged to have been covered by the IOA. Furthermore, the council will discuss the accreditation process, including the distribution of accreditation cards and various passes and invites issued during the Olympics. Another important point of discussion will be the selection process for the <keyword id="23311825" type="General" weightage="20" keywordseo="Sportsperson-of-Outstanding-Merit" source="keywords">Sportsperson of Outstanding Merit</keyword> (SOM) from November 2022 and the implications for their participation in the IOA elections for elected positions. The athletes' commission previously designated eight SOMs, including Usha, Yogeshwar Dutt, MM Somaya (hockey), Rohit Rajpal (tennis), Akhil Kumar (boxing), Shuma Sirur (shooting), Aparna Popat (badminton), and Dola Banerjee (archery). As the meeting approaches, the air is thick with anticipation regarding how these issues will unfold and the potential implications for the IOA's governance and integrity. (With inputs from PTI)

Indian Olympic Association to soon hold council meeting to address PT Usha’s “threatening letters”, accreditation card controversy and more

In a historic move, the ancient practice of <keyword id="19965976" type="General" weightage="20" keywordseo="yoga" source="keywords">yoga</keyword> has been embraced by the future <keyword id="20007738" type="General" weightage="20" keywordseo="Asian-Games" source="keywords">Asian Games</keyword> programme, marking a significant milestone in its millennia-long journey. The decision, made at a recent executive board meeting of the <keyword id="20760894" type="General" weightage="20" keywordseo="Olympic-Council-of-Asia" source="keywords" meta.keywordsubtype="org" meta.entityname="Olympic Council of Asia" meta.hostid="261" meta.entityid="Olympic Council of Asia">Olympic Council of Asia</keyword> (OCA), underscores yoga's growing global appeal and its evolution from a spiritual discipline to a competitive sport. The initiative was spearheaded by the <keyword id="19896477" type="General" weightage="20" keywordseo="Indian-Olympic-Association" source="keywords" meta.keywordsubtype="org" meta.entityname="Indian Olympic Association" meta.hostid="261" meta.entityid="Indian Olympic Association">Indian Olympic Association</keyword> (IOA), with President PT Usha championing the cause. ”I am delighted that the OCA Executive Board spontaneously agreed to India’s request to give yoga the recognition it deserves. The proposal shall now move through the <keyword id="22259259" type="General" weightage="20" keywordseo="sports-committee" source="keywords">Sports Committee</keyword> to the General Assembly for confirmation,” Usha said. She credited the unrelenting support of Randhir Singh, acting president of OCA, for facilitating this significant step. The inclusion of yoga in the Asian Games, according to Usha, not only acknowledges its universal appeal but also underscores its role in promoting physical and mental well-being among athletes and enthusiasts worldwide. She highlighted the visionary efforts of Prime Minister Narendra Modi, whose advocacy for yoga's global recognition has been pivotal in this achievement. She also extended her gratitude to <keyword id="19906409" type="General" weightage="20" keywordseo="Mansukh-Mandaviya" source="keywords">Mansukh Mandaviya</keyword>, India’s Sports Minister, for his proactive stance in supporting yoga's inclusion in the Asian Games agenda. Mandaviya, echoing Usha's sentiments, emphasised the widespread popularity and holistic benefits of yoga as reasons for its rightful place in competitive sports. "It is only fair that yoga becomes a competitive sport and is included in the Asian Games," he stated, underscoring the sport's cultural significance and global relevance. The formal recognition of yoga as a competitive sport by the ministries of youth affairs and sports, and AYUSH in December 2020 laid the groundwork for its inclusion in major national and international sporting events. The establishment of the National <keyword id="19916946" type="General" weightage="20" keywordseo="yogasana" source="keywords">Yogasana</keyword> Sport Federation of India (NYSFI) and the International Yogasana Sports Federation (IYSF) further solidifies yoga's status as a globally recognized discipline. The recent decision paves the way for yoga to debut as a demonstration sport at the 2026 Asian Games in Nagoya, Japan, followed by its full-fledged competitive debut at the Doha Asiad in 2030. Initially, competitions will feature five events, including traditional yogasana, artistic yogasana (singles and pairs), rhythmic yogasana (pairs and group), individual all-round championships, and team championships. Each event will offer 15 medals across men's and women's categories, ensuring a robust platform for athletes to showcase their skills. Dr. H R Nagendra, Secretary General of IYSF, emphasised, "Yoga's journey to becoming a competitive sport is a natural evolution, driven by its holistic benefits and cultural significance." The roots of yoga trace back thousands of years in Indian civilization, and its ethos of physical, mental, and spiritual well-being has resonated worldwide. Yogasana Bharat, recognized by India’s Sports Ministry for its efforts in developing yogasana as a competitive sport, has played a pivotal role in laying the groundwork for yoga's inclusion at such prestigious international platforms. The move not only promotes yoga as a physical discipline but also celebrates its spiritual and cultural heritage, enriching the Asian Games with diversity and inclusivity. (With inputs from agencies)

Yoga to be Asian Games’ newest addition; debut as demonstration sport in Japan in 2026!

<ul><li>KFC has launched a new campaign. </li><li>Conceptualised by Ogilvy India, this campaign features <keyword id="55887" type="General" weightage="80" keywordseo="pt-usha" source="Orion">PT Usha</keyword> to promote KFC's express pick-up.</li></ul>What happens when the Golden Girl of the track meets your favourite golden, crispy KFC chicken? Whatever be the outcome, it’s bound to come at an express speed. In a new campaign film, KFC India announced the launch of their new ‘Express Pick-up’ service endorsed by none other than the Queen of Speed herself - PT Usha! The brands promises that the order will be ready for pick-up in 7 minutes. The campaign film promises ‘Taste Amaze, Mile Tez’ as orders are readied for pick-up in 7 minutes; else customers are offered a piece of Hot &amp; Crispy chicken free. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Getting us up to speed on KFC’s new service and the quirky film showcasing it, <keyword id="6634327" type="General" weightage="20" keywordseo="moksh-chopra" source="Orion">Moksh Chopra</keyword>, Chief Marketing Officer, KFC India, says, “The legend PT Usha epitomizes all things speed and who better to convey our new Express Pick-up service than her. In the film, PT Usha doubles up as a high-speed chef in the KFC kitchen, with the Colonel by her side, cheering her on. So if you are out and need to pick up some KFC on the go, or have a group of friends visiting and need to pick-up KFC favs for all, simply go for KFC's Express Pick-up. Not only will your order be ready for pick-up in 7-minutes, but it will also be marked by the signature taste of KFC &amp; packed safely. Our 7-minute promise is a key differentiator, ensuring minimal waiting time for the order. So, get set to give in to your KFC-ravings in just 7 minutes, kyuki haan, PT Usha bana rahi hai!” Talking about getting on-board KFC’s Express Pick-up, PT Usha said, “KFC India is already known for their signature taste and is now breaking all speed limits on pick-up orders with their Express Pickup service. While ‘speed’ is certainly thrilling for me, this even takes it a notch higher with express. The concept itself was so exciting that I jumped at the opportunity of featuring in the campaign, alongside the beloved Colonel. It was a real pleasure being a part of the campaign, serving up some Hot &amp; Crispy KFC chicken, all within 7-minutes. Now this is one Express service that has the PT Usha seal of approval!” Ogilvy North, Chief Creative Officer, <keyword id="2961221" type="General" weightage="20" keywordseo="ritu-sharda" source="Orion">Ritu Sharda</keyword>, shared, "Since we’ve been kids, speed has had only one name: PT Usha. The fact is, even now, PT Usha is the icon for speed in India. So, for KFC’s super-fast take away service, there could be no better endorser to say ‘7 minute matlab 7 minute’. The film pretty much wrote itself from there. And we were thrilled to have the legend onboard.” The film opens with 2 customers walking into a KFC restaurant and reading about the 7-minute Express Pick-up promise. Not quite believing it, they joke about how the order must be prepared by PT Usha, because how else would it ever be ready in 7-minutes. Next, we see the Colonel blowing a whistle to mark the start of 7-minutes and the chicken gets prepared in the kitchen, going through different stages to finally being packed (looking just as delicious as always), ready to be picked-up by the customers. Imagine the jaw-dropping moment when the order is brought to the customers, by none other than PT Usha herself. The customers can’t believe what they are seeing - the legendary Queen of Speed yes, but more so that their order is actually ready within 7-minutes. Now that’s what you get when PT Usha and Colonel Sanders come together - Taste Amaze, Mile Tez! Agency Credits: Creatives: Chief Creative Officer: Ritu Sharda Group Creative Director: Shailender Mahajan Senior Creative Director: Kingshuk Dey Creative Director: Aastha Gandhi Associate Creative Director: Srikanta Behera Copy Supervisor: Kashif Shakeel Account Management: Executive Vice President: Atif Rahman Vice President: Aditi Sobti Management Supervisor: Chandini Ahuja Planning: Head of Strategic Planning: Rohitash Srivastava Sr. Planning Director: Pritish Mukherjee Production: Production House: Ramesh Deo Production (RDP) Director: Abhinay Deo Sr. Executive Producer: Apurba Sengupta

KFC gets the Queen of Speed, PT Usha to promote its express pick-up

<keyword id="14388742" type="General" weightage="20" keywordseo="nomination-of-p-t-usha" source="Orion">Nomination of P.T. Usha</keyword>, often referred to as golden girl for bagging four gold medals at the Seoul Asiad in 1986, to the Rajya Sabha makes her the eighth Keralite to get the honour. Superstar Suresh Gopi whose term ended this April, Dr K.Kasthurirangan, Dr M.S.Swaminathan, Cartoonist Abu Abraham, G.Shankara Kurup, G.Ramachandran and Sardar K.M.Panikkar are the other dignitaries who made it to the upper <keyword id="7173" type="General" weightage="50" keywordseo="house" source="Orion">house</keyword> recently. Fifty-eight-year-old <keyword id="6468886" type="General" weightage="100" keywordseo="usha" source="Orion">Usha</keyword> hails from <keyword id="993182" type="General" weightage="20" keywordseo="payyoli" source="Orion">Payyoli</keyword> in <keyword id="6354399" type="General" weightage="20" keywordseo="kozhikode" source="Orion">Kozhikode</keyword> district and is presently employed with the Indian Railways. She also runs her own <keyword id="391042" type="General" weightage="50" keywordseo="usha-school-of-athletics" source="Orion">Usha School of Athletics</keyword> at her hometown where she trains young talents. Expressing her gratitude on receiving the honour, Usha also known as 'Payyoli Express' said her nomination would lead to a huge spurt in the sporting activities in the country. She will utilise her time in the House to that effect, the retired athlete said. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/stopped-russian-imports-in-april-says-essar-oil/articleshow/92714422.cms">Stopped Russian imports in April says Essar Oil</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/science/space/news/elon-musk-is-confident-that-humanity-will-reach-mars-in-our-lifetime/articleshow/92714414.cms">Elon Musk is confident that humanity will reach Mars in our lifetime</a>

Golden girl PT Usha becomes the eighth Keralite to be honoured with a Rajya Sabha nomination

The <keyword id="20348023" type="General" weightage="20" keywordseo="Court-of-Arbitration-for-Sport" source="keywords">Court of Arbitration for Sport</keyword> (<keyword id="20253262" type="General" weightage="20" keywordseo="CAS" source="keywords">CAS</keyword>) ad hoc division has reportedly dismissed the application filed by Indian wrestler <keyword id="19895499" type="General" weightage="100" keywordseo="Vinesh-Phogat" source="keywords">Vinesh Phogat</keyword> for a <keyword id="19920397" type="General" weightage="20" keywordseo="silver-medal" source="keywords">silver medal</keyword> in the <keyword id="22791336" type="General" weightage="20" keywordseo="womens-50kg-event" source="keywords">women's 50kg event</keyword> at the Paris Olympics. This decision was announced on Wednesday, following Phogat's <keyword id="19902399" type="General" weightage="20" keywordseo="disqualification" source="keywords">disqualification</keyword> last week for exceeding the 50kg weight limit. CAS issued a statement, saying, "The application filed by Vinesh Phogat on August 7 has been dismissed," as per the agency reports. Vinesh Phogat was found to be 100 grams over the limit during the weigh-in prior to the women's 50kg final, leading to her disqualification. She was set to compete against Sarah Ann Hildebrandt of the United States for the gold medal. After her disqualification, 29-year-old Phogat requested the CAS on August 7 to award her the silver medal instead. The <keyword id="19896477" type="General" weightage="20" keywordseo="Indian-Olympic-Association" source="keywords" meta.keywordsubtype="org" meta.entityname="Indian Olympic Association" meta.hostid="261" meta.entityid="Indian Olympic Association">Indian Olympic Association</keyword> (IOA) initially announced that the verdict would be given on Tuesday, August 13 at 9:30 pm IST. However, it was delayed to August 16. Harish Salve, a renowned Indian lawyer and former Solicitor General of India and King's Counsel, represented the Indian Olympic Association (IOA) in this landmark case. Before her disqualification, Vinesh had reached the gold medal match by defeating Cuba's Yusneylis Guzman Lopez 5-0 in the semi-finals. The decision came as a blow to Phogat, who, following her disqualification, made a shocking decision to retire from wrestling altogether. In an emotional post on X, Phogat expressed her sense of defeat and gratitude, stating, "Maa kushti (wrestling) won against me, I lost. Forgive me, your dream and my courage have been broken. I don't have any more strength now. Goodbye Wrestling 2001-2024. I will always be indebted to you all for forgiveness." Earlier this week, Wrestling Federation of India Vice-President Jai Prakash Chaudhary hoped that the decision will come in favour of the athlete. However, despite a strong case presented by the IOA, the appeal has reportedly been dismissed. The entire episode led to many sportspersons coming out in support of Phogat, while some criticized the IOA officials for the athlete's failure to meet the weight requirements. However, IOA President PT Usha on Sunday clarified that the responsibility of weight management of athletes in sports like wrestling, weightlifting, boxing and judo is that of each athlete and his or her coach. (With inputs from ANI)

Vinesh Phogat's silver hopes dashed! CAS dismisses Indian wrestler's plea for silver medal at Paris Olympics 2024

Following the delay in the verdict on wrestler <keyword id="19895499" type="General" weightage="100" keywordseo="Vinesh-Phogat" source="keywords">Vinesh Phogat</keyword>'s disqualification in the Paris Olympics 2024, <keyword id="110074" type="General" weightage="20" keywordseo="Wrestling-Federation-of-India" source="Orion">Wrestling Federation of India</keyword> Vice-President <keyword id="22782425" type="General" weightage="20" keywordseo="Jai-Prakash-Chaudhary" source="Orion">Jai Prakash Chaudhary</keyword> said that he thinks that the decision will come in favour of the athlete. The Court of Arbitration for Sport (<keyword id="20253262" type="General" weightage="20" keywordseo="CAS" source="keywords">CAS</keyword>) has further delayed the verdict on Indian wrestler Vinesh Phogat's appeal regarding her disqualification from the women's 50kg final at the Paris Olympics to August 16. According to the Indian Olympic Association (<keyword id="19934453" type="General" weightage="20" keywordseo="IOA" source="keywords">IOA</keyword>), the verdict, originally scheduled for Tuesday, August 13 at 9:30 pm IST, has been delayed to August 16. "The CAS ad hoc division president has allowed Hon. Dr Annabelle Bennett, Sole Arbitrator in the Vinesh Phogat vs. United World Wrestling (UWW) and the International Olympic Committee (IOC) matter, an extension until 6-00 p.m. (Paris time) on Friday, August 16, 2024," IOA said in a statement on Tuesday. "It shouldn't have happened. But, I think something in the favour of Vinesh is going to come... It seems that there are some powers involved in it and she will get the medal... I'll say that her staffs are at fault. It's their duty how to decrease the weight. But, let's see what happens on August 16... Big advocates are there, PM Modi has also taken cognisance and I think the decision will be in our favour..." Jai Prakash said while speaking to ANI. CAS has established an ad hoc division in Paris, led by President Michael Lenard from the US, to handle Olympic cases. This division operates within the Paris judicial court in the 17th arrondissement. Vinesh Phogat was disqualified on the morning of the Paris Olympics final for exceeding the 50kg weight limit. During the weigh-in, she was found to be 100 grams over the limit. Following her disqualification, Phogat had on August 7 requested CAS to award her the silver medal. CAS had previously extended the deadline to August 13. Vinesh had reached the gold medal match by defeating Cuba's Yusneylis Guzman Lopez 5-0 in the semi-finals. The 29-year-old was set to face Sarah Ann Hildebrandt of the United States for the gold but was disqualified for the weight limit breach. A day after her disqualification, Vinesh also announced her decision to retire from wrestling. After Vinesh failed to breach the qualification mark, the Indian Olympic Association members and officials came under scrutiny. IOA President PT Usha on Sunday clarified that the responsibility of weight management of athletes in sports like wrestling, weightlifting, boxing and judo is that of each athlete and his or her coach and not that of the IOA-appointed Chief Medical Officer Dr Dinshaw Pardiwala and his team. Usha said that each Indian athlete in the Paris 2024 <keyword id="20028513" type="General" weightage="20" keywordseo="Olympic-Games" source="keywords">Olympic Games</keyword> in such sport had his or her own support team. These support teams have been working with the athletes over so many years, as per a statement from IOA. CAS has established an ad hoc division in Paris, led by President Michael Lenard from the US, to handle Olympic cases. This division operates within the Paris judicial court in the 17th arrondissement.

"Something in favour of Vinesh is going to come": WFI vice president on Phogat's disqualification verdict

Legendary Indian long jumper <keyword id="8989" type="General" weightage="20" keywordseo="Anju-Bobby-George" source="Orion">Anju Bobby George</keyword> has been bestowed with the Woman of the Year Award by <keyword id="671913" type="General" weightage="100" keywordseo="world-athletics" source="Orion">World Athletics</keyword> for grooming talent in the country and advocating gender equality. The 44-year-old Anju, the only Indian to have won a medal in the <keyword id="6398240" type="General" weightage="20" keywordseo="World-Championships" source="Orion">World Championships</keyword> with a long jump bronze in the 2003 edition, was named for the award in the world body's annual awards night held virtually on Wednesday. The award is given to recognise a woman who has dedicated her life to the sport of athletics. Anju is the second recipient of the prestigious award, which was started in 2019, after Ethiopia's double Olympic champion Derartu Tulu. Sprint legend PT Usha was honoured by the world athletics body with the Veteran Pin in 2019, in recognition of her contribution to the growth of sport. From 2014 to 2018, a similar honour called 'Women in Athletics Award', which recognised outstanding achievements and contributions made to develop, encouraged and strengthened the participation of women and girls at all levels of the sport, was given. "The former international long jump star from India is still actively involved in the sport. In 2016 she opened a training academy for young girls, which has already helped to produce a world U20 medallist," World Athletics said in a release. "A constant voice for gender equality in her role as Senior Vice President of the Indian Athletics Federation, Bobby George also mentors schoolgirls for future leadership positions within the sport." One of India's most illustrious track and field athletes, Anju said she was "truly humbled and honoured to be awarded Woman of the Year by World Athletics". "There is no better feeling than to wake up everyday and give back to the sport, allowing it to enable and empower young girls! Thank you for recognising my efforts," she tweeted. World Athletics added that her efforts in advancing the sport in India as well as inspiring more women to follow in her footsteps make her "more than a worthy recipient" of this year's award. "I am really, really happy to learn that this year's Woman of the Year Award is considering my name. As an athlete it was a hard journey but I still believe I could reach the level which I deserve. And now it's my turn to give back to our sport," Anju said in a video uploaded on Twitter by World Athletics. "I am serving as senior vice-president of Indian athletic federation (AFI) and my academy, Anju Bobby George Foundation, is nurturing 13 women athletes -- small kids -- and within a short span of three years they will all have already started their journey to the world stage. "I thank all my supporters, all my fellow athletes, coaches, my family, federation and everyone who stood with me during my journey. Thanks a lot once again for considering me." Hailing from Kerala, Anju is India's only medallist at the World Athletics Championships (Paris, 2003), a gold medallist in the IAAF World Athletics Finals (Monaco, 2005). She finished sixth in the 2004 Olympic Games in Athens with a personal best leap of 6.83m, but was elevated to fifth place in 2007 when the United States of America's Marion Jones was disqualified for a doping offence. Last year, Anju was elected as senior vice-president of the Athletics Federation of India, the highest post occupied by a woman in its history. She was recently made a member of the Executive Committee of the Indian Olympic Association as Athletes Commission representative. Promising long jumper Shaili Singh, who was spotted and mentored by Anju and trained under her husband <keyword id="12654663" type="General" weightage="20" keywordseo="robert-booby-george" source="Orion">Robert Booby George</keyword>, recently won a silver in the World U-20 Athletics Championships. Olympic champions Elaine Thompson-Herah of Jamaica and Karsten Warholm of Norway were named the World Athletes of the Year at the awards night. The awards were earlier known as World Athletics Gala Awards. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/maruti-suzuki-cars-to-cost-you-more-from-january-2022/articleshow/88048135.cms">Maruti cars to cost you more from January next year</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/science/environment/news/cyclone-alert-in-north-coastal-andhra-region/articleshow/88047517.cms">Cyclone alert in north coastal Andhra region</a>

Indian legend Anju Bobby George wins Woman of the Year Award from World Athletics

Cricket sensations MS Dhoni and <keyword id="6354486" type="PERSON" weightage="100" keywordseo="Virat-Kohli">Virat Kohli</keyword> are all time favourites of brands for various endorsements. But now, the dynamics seem to be changing as marketers are eyeing Olympic stars <keyword id="406835" type="UNKNOWN" weightage="20" keywordseo="Dipa-Karmakar">Dipa Karmakar</keyword>, <keyword id="6356003" type="PERSON" weightage="20" keywordseo="Sakshi-Malik">Sakshi Malik</keyword> and <keyword id="501707" type="ORGANIZATION" weightage="20" keywordseo="PV-Sindhu">PV Sindhu</keyword> for advertising. 
 
Brands are making a beeline for these three stars and are ready to sign contracts for as long as one year. 
 <keyword id="30621" type="COMPANY" weightage="20" keywordseo="Badminton">Badminton</keyword> star Sindhu, gymnast Karmakar and wrestler Malik are also online sensations as their Twitter and Facebook accounts were flooded with followers. 
 
We are close to signing a multiyear deal for Sindhu and Kidambi Srikanth, which will be their first endorsement deal," Tuhin Mishra, managing director of sports marketing firm Baseline Ventures, told ET. 
 
ET reported Mishra also got a call on Friday from an FMCG brand which is interested in doing a campaign around girl power and felt that Dipa Karmakar would be a great fit. 
 
Meanwhile, the stories of these Olympians are also compelling that can make brands tap on the right nerve of the customers. 
 
Neerav Tomar, CEO of IOS Sports &amp; Entertainment, told ET his company does not represent Karmakar at the moment but may take some offers to her and also look at signing her up. 
 
"We are talking to a few brands in the cement, pain relief, nutrition and insurance segments, which are interested in signing an endorsement deal with her. Brands want to cash in on an inspiring story. Dipa has emerged as the PT Usha of gymnastics and has caught the imagination of the masses. She's got a career left even beyond Tokyo," said Tomar. 
 
The endorsement deals they are negotiating, Tomar said, could be valued at around Rs 35-40 lakh a year per brand, but "we will need the athletes' consent". 
 
Brands also feel that these Olympians will also have to change their look and feel to become a brand themselves. 
 
Atul Srivastava, managing partner at Games Unlimited, told ET the three might get some endorsements immediately but a ramp-up in the future will depend on how quickly they change their look and feel and create a brand for themselves. "Of course, they should also keep performing well."

Dhoni, Virat Kohli can take a break! Brands are rooting for Dipa Karmakar, Sakshi Malik and PV Sindhu

Indian sportspersons have the talent mostly, but not the money to let’s say, go to a training institute, buy sports gear needed for training or comfortably fly to global competitions with their families. 
 Despite being talented, there are obstacles at every point on their way. But not everyone gets as lucky as <keyword id="204766" type="PERSON" weightage="100" keywordseo="Avtar-Singh">Avtar Singh</keyword>, our sole Judo representative at Olympics this year, who comes from a humble background and didn’t have the money to fly his parents with him to Rio this year. But his parents did to go with him ultimately, thanks to <keyword id="6734688" type="UNKNOWN" weightage="20" keywordseo="Milaap">Milaap</keyword>, India's most effective crowd-funding platform by far. 
 Just a month before Avtar Singh was set for a face-off at the <keyword id="1151997" type="UNKNOWN" weightage="20" keywordseo="Rio-Olympics">Rio Olympics</keyword>, Milaap joined hands with Mother Dairy and Green Bench to raise Rs 8,00,000 to fulfill his parents' wish to see him fight live for the first time. Yes, they had never watched their son’s matches in person. 
 
Hailing from Gurudaspur, 24-year old Avtars father works as office help in a local hospital and his mother is a home-maker. They never had the money to travel to cities to see him play. They watched him on TV, and fought financial hurdles to ensure his phenomenal talent in Judo did not go waste due to a lack of funding. 
 
The Rs 8 lakh estimated amount to be raised was supposed to cover the airfare for Avtar's parents to Rio, their hotel costs, visa fees, daily expenses and other transport costs. It’s surprising that Milaap raised Rs 1,49, 431 and Mother dairy contributed equally. The sum raised collaboratively helped the Juno champion’s parents fly to Rio and see Avtar compete at an international forum. 
 The crowd-funding platform also raised over Rs 4 lakh for another Olympian <keyword id="395736" type="UNKNOWN" weightage="20" keywordseo="OP-Jaisha">OP Jaisha</keyword>, who was racing for India at Rio this year. The campaign ‘I want to help National Games Gold Medalist O.P Jaisha’ highlighted how Jaisha had won medals in Asian Games, National Games, Asian Athletic Championship and <keyword id="6354367" type="ORGANIZATION" weightage="20" keywordseo="Commonwealth-Games">Commonwealth Games</keyword> despite reeling in poverty with a bed-ridden father by her side. Now, she was going to Olympics, but the poor girl didn’t have the money to buy herself proper shoes for running. 
 
The campaign raised Rs 4,43,400 to help her buy sports gear, and to raise awareness about her so that she could get a sponsor to fulfill the great Indian dream of winning an athletic medal at the Olympics which was narrowly missed by Milkha Singh and PT Usha. She couldn’t bring us back the medal from Rio, but the girl did buy herself a sports gear. 
 
Such examples coming from Milaap is testimony to the fact that HUMANITY STILL EXISTS.

How
OP Jaisha, and Avtar Singh’s parents ‘crowdfunded’ their way to the Rio
Olympics, without any help from any Indian Sports Federations

From the moment Bollywood actor <keyword id="6354583" type="PERSON" weightage="40" keywordseo="Salman-Khan">Salman Khan</keyword> was announced as the goodwill ambassador of India's contingent for the <keyword id="514564" type="UNKNOWN" weightage="20" keywordseo="2016-Rio-Olympics">2016 Rio Olympics</keyword>, Twitter was divided into two factions: Salman vs sports. 
 The <keyword id="59608" type="ORGANIZATION" weightage="20" keywordseo="Indian-Olympic-Association">Indian Olympic Association</keyword> (IOA), which invited brick-bats over its decision to appoint Salman, clarified that Salman was the biggest Bollywood star in the country and the key objective of bringing him on board was to draw maximum attention from the masses and popularizing Olympic sports in the country. 
 
However, sports enthusiasts voiced out their dissent over ignoring and not appointing legendary sportspersons as ambassadors and mocked Salman and IOA on Twitter. 
 The news did not go well even with the sporting personalities such as wrestler <keyword id="157783" type="PERSON" weightage="40" keywordseo="Yogeshwar-Dutt">Yogeshwar Dutt</keyword> and Milkha Singh. 
 
Dutt, who has qualified to represent India at the Olympics that will start in August, took to Twitter to voice his opinion, which was supported by sports lovers and denounced by Salman fans. 
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Ambassador का क्या काम होता है कोई मुझे बता सकता है क्या. क्यूँ पागल बना रहे हो देश कि जनता को.😡 <a href="https://t.co/vtjb0XWdP8">https://t.co/vtjb0XWdP8</a>
	— Yogeshwar Dutt (@DuttYogi) <a href="https://twitter.com/DuttYogi/status/723856610959974400">April 23, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		PT Usha,Milkha Singh jaise bade sports star hai jinhone kathin samay me desh ke liye mehnat ki. Khel ke kshetra me Es ambassador ne Kya kiya
	— Yogeshwar Dutt (@DuttYogi) <a href="https://twitter.com/DuttYogi/status/723918030753902594">April 23, 2016</a></blockquote>
Salman’s fans, on the other hand, fought tooth and nail to prove their point why the actor was the best choice. 
 
Now, both the factions are fighting with each other. Here’s what is happening on Twitter 
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Salman’s qualifications as India’s Goodwill Ambassador for the Olympics <a href="https://twitter.com/hashtag/HitsAndRuns?src=hash">#HitsAndRuns</a> <a href="https://twitter.com/hashtag/ChampionShooterAlso?src=hash">#ChampionShooterAlso</a> <a href="https://twitter.com/hashtag/ArreSpoof?src=hash">#ArreSpoof</a> <a href="https://t.co/sqefaUdIWE">pic.twitter.com/sqefaUdIWE</a>
	— Arré (@ArreTweets) <a href="https://twitter.com/ArreTweets/status/724545280272535552">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/hashtag/Sultan?src=hash">#Sultan</a> - India's only Sportsperson with reeeeeeeal talent! <a href="https://twitter.com/hashtag/SalmanOlympics?src=hash">#SalmanOlympics</a> <a href="https://t.co/iQLTAWPq4p">pic.twitter.com/iQLTAWPq4p</a>
	— chagas ferdinando (@havesomechips) <a href="https://twitter.com/havesomechips/status/724525845306572800">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Salman can hit, run and shoot. what else do you need from a sports ambassador ;). <a href="https://twitter.com/hashtag/SalmanOlympics?src=hash">#SalmanOlympics</a>
	— Devanshu (@devanshu09) <a href="https://twitter.com/devanshu09/status/724521303827423232">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Juggling the belt will now be the official sport of India. <a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a>
	— Kartik Sadvij (@Funny_Sandvij) <a href="https://twitter.com/Funny_Sandvij/status/724452876312023040">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		"Sultan", I mean Salman is just going as a "Bodyguard" . So guys Just chill, chill, just chill <a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a>
	— sunshineG (@itsjustgayatri) <a href="https://twitter.com/itsjustgayatri/status/724428995542978560">April 25, 2016</a></blockquote>
 
 
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Salman khan to be brand ambassador in the Olympics , thumbs up, taste the blunder .<a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a> <a href="https://twitter.com/hashtag/SalmanKhan?src=hash">#SalmanKhan</a> <a href="https://twitter.com/hashtag/thumbsup?src=hash">#thumbsup</a>
	— Krishna subramanian (@brainsecretions) <a href="https://twitter.com/brainsecretions/status/724295736070836224">April 24, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a> <a href="https://twitter.com/BeingSalmanKhan">@BeingSalmanKhan</a> kite flying isn't Olympic sport buddy but enough to lead Indian Olympic team. Kill it <a href="https://t.co/OVgPfc1XfB">pic.twitter.com/OVgPfc1XfB</a>
	— Mohan Polamar (@mopolymer) <a href="https://twitter.com/mopolymer/status/724290807293865984">April 24, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a> 
		good decision to choose him as an ambassador for 2016 Roi Oly. His popularity definitely help to promote sports in India.
	— Samir Samaddar (@SamaddarSamir) <a href="https://twitter.com/SamaddarSamir/status/724264474174062592">April 24, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/BeingSalmanKhan">@BeingSalmanKhan</a> is the most popular star today and so good for <a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a> go for it &amp; why create a story for media?
	— Prakash Gaba (@PrakashGaba) <a href="https://twitter.com/PrakashGaba/status/724524517092003841">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Its d Bollywood stars who accentuate the life of less known sportsmen by filming their biographies.Cheers to <a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a> <a href="https://twitter.com/BeingSalmanKhan">@BeingSalmanKhan</a>
	— Radhika Oberoi Mehta (@Radhika2032) <a href="https://twitter.com/Radhika2032/status/724517208672579584">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/PramodSpeaks">@PramodSpeaks</a> we love you Salman khan till our last breath, <a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a>
	— HaPpiNeSs Is SaLmAn (@BeingAman93) <a href="https://twitter.com/BeingAman93/status/724506954953945088">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Have a wrestling match between Salman and Yogeshwar to decide who becomes Olympic ambassador <a href="https://twitter.com/BeingSalmanKhan">@BeingSalmanKhan</a> <a href="https://twitter.com/DuttYogi">@DuttYogi</a> <a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a>
	— Gaurav Sood (@gauravkaransood) <a href="https://twitter.com/gauravkaransood/status/724495345481330688">April 25, 2016</a></blockquote>

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