NEW DELHI: The rewards (at least the promise of it) are coming in thick and fast for Saikhom Mirabai Chanu, the first Indian weightlifter to win a Silver medal at an Olympic Games.
First off the blocks is Railways Minister Ashwini Vaishnaw, who Monday announced a cash award of Rs 20 million and a further promotion in the Northeast Frontier Railway for inspiring “billions around the world with her talent, hard work and grit”.
Mirabai Chanu was promoted as an Officer on Special Duty (Sports) in the Northeast Frontier Railway in April, 2018.
Chanu, who returned to India Monday evening, lifted a total of 202kg (87kg+115kg) in the 49kg category on Saturday to better Karnam Malleswari’s Bronze medal at the 2000 Sydney Olympics.
The athlete, who hails from Manipur, has won medals at Asian Championships, Commonwealth Games and World Championships in the past, but her current Olympics feat has transformed her into an overnight sensation.
Chanu is currently outfitted by adidas and has done a few digital engagements with Mobil.
But now other brands are looking to leverage her appeal. Among the first to cash in on her success has been Domino’s, which, over a tweet, has promised Chanu ‘free pizza for life’ after she mentioned in an interview following the victory that she craved pizza. Company executives even sent pizzas to her family at home near Imphal to celebrate her win.
Solar and LED lights manufacturers Protonix Fortuner India also joined the cheer squad, announcing a Rs 100,000 cash award.
“We have received queries from brands in categories such as women’s healthcare and nutrition, steel, tyres, an insurance company and even a jewellery brand,” reveals Neerav Tomar, promoter, IOS Sports & Entertainment, the talent management firm that handles Chanu’s portfolio. Some of these queries are for events, short-term campaigns or digital engagements, but Tomar and team, while open to these, are chiefly campaigning for long-term deals.
“While short-terms engagements are obvious and we welcome them, we feel that after putting in so much hard work and achieving heights for India, she deserves long-term endorsements too,” adds Tomar. He is counting on the fact that the Asian Games and Commonwealth Games are around the corner next year, whereas the next Olympics will be due in as soon as two years’ time, too (since this edition was delayed due to the pandemic). So, her relevance may continue to increase for brands, depending, of course, on her performance in these tournaments.
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