Showdiff Worldwide has tied up with a UK based company Honey Deal which possesses the worldwide rights for Akram, Botham and Lamb and will henceforth exclusively manage these cricketers in India. Showdiff Worldwide vice president Jaiveer Panwar says, "The Indian market and flavour beats any other market. As long as this deal is giving back something to the sports fraternity and the consumers it is good."

Wasim Akram, Ian Botham & Alan Lamb

Akram, Botham and Lamb will soon be seen endorsing various brands. "Various commercial activities will be launched shortly with them," said Panwar. However, he did not divulge any details of the 'commercial activities'. "I am not in a position to talk about anything right now. As and when the client is ready to launch the campaigns, we will talk about it," he added.

Speaking about the USP and brand value of these cricketers (who have long since retired) to the Indian market, Panwar said, "These seasoned cricketers have a great margin over others by what they can give back to the cricket fraternity in terms of coaching inputs. They are all very good speakers and can give the new generation of cricketers invaluable advice due to their long association with the game. This will be a way for them to give back something to the game that has given them name and fame."

Showdiff Worldwide's contract with the cricketers will (like most other contracts) last for a year. "As of now, they will be with us for a year as per the terms of the contract, but our endeavour always is to work on a long term basis. We will see how things are after a year," said Panwar.

Seems somewhat odd that no Indian cricketer has been roped in by Showdiff Worldwide along with Akram, Lamb and Botham, because at the end of the day they will be endorsing brands in India. "As of now we have not roped in any Indian cricketer. But we are ready to work with anybody," Panwar said. Well, until that happens, it remains to be seen how much the Indian consumer connects with Akram, Botham and Lamb.