No Sponsorship Politics For Chinese Brand Anker In India

Chinese electronics brand Anker has signed has signed one of India’s rising cricket stars, all-rounder Washington Sundar, as its brand ambassador in India, in a move that flies in the face of a season of sponsorship politics between China and India.

The brand is known for its affordable computer and mobile peripherals and 21-year-old Sundar – touted to be one of the biggest talents of his generation – will helm all major online and offline campaigns for the brand, including a commercial television spot.

With this partnership, Anker aims to increase its customer base and further reach out to the youth by banking on Sundar’s popularity with young cricket fans across the nation. And by closing the deal, it would seem that it brings to an end a season of discontent between China and India, which at one point derailed Vivo’s title sponsorship of the now-running IPL, before a reprieve.

Speaking on the new association, Anker Innvovations’ Country Head, Gopal Jeyaraj added,  “We are excited to begin our new innings with Washington Sundar as our brand endorser. Anker’s journey has been similar to that of Washington Sundar who rose from very humble beginnings to touch cricketing heights at International level.”

“We feel that his persona is an excellent fit for our brand. We are looking forward to this amazing partnership and extending our best wishes to Sundar, for the ongoing IPL season.”

Prior to this sponsorship, Anker has had an ongoing partnership with badminton star Saina Nehwal in India, a landmark deal which began in 2019.

This has led to brand-led social media content between Saina Nehwal and Washington Sundar as Anker aims to increase its market share and cement a formidable foothold in India. The deal was brokered by Sundar’s management agency, Whiteleaf Talent.