Sprint queen Hima Das: Is she the next big thing in brand endorsements?

1. Sprint queen Hima Das: Is she the next big thing in brand endorsements? Will brands line-up to sign her up or will she go the Dipa Karmakar way? Last week was crazy. My WhatsApp was inundated with forwards on the FIFA World Cup. All kinds of stats, stories, anecdotes, jokes and footage on England, Belgium, Croatia and France were coming in from friends and acquaintances without too many filters or discretion being exercised. So, in the middle of all that chaos, I almost missed the first message on Hima Das winning a gold medal at the IAAF World U-20 Athletics Championship 2018 in the 400 metres at Tampere in Finland. But then in the space of the next couple of hours I received (I counted) 22 forwards of the video showing Hima Das’s dash to victory and glory. It was as if India had finally found its own hero amongst all the noise and hype of the FIFA being played by everyone else, but us. And, the forwards did not stop. Almost out of nowhere background stories about Hima started to fill up my inbox. Again, I counted. 31 of them over the next 4 hours. Finally, a video of Hima Das on the victory podium started to pour in. A video of the young champion, India’s national anthem playing in the background, and Hima with tears hesitantly rolling down her cheeks. The

2. video actually brought tears to my eyes too. This time the count on the forwards exceeded 50. Overnight, Hima Das had become the darling of the nation, a sensation recognized the very next day by Amul with a hoarding headline that said, “Das pe dus!”. Not since Dipa Karmakar attained the 4th position in the Women’s Vault Gymnastics event at the Rio Olympics in 2016, had I witnessed such mass adulation and euphoria. There were many similarities in the Dipa-Hima stories. Underprivileged backgrounds. Both from the North East. Almost no formal coaching. No facilities. Just a lot of grit, determination and loads and loads of hardwork. Entirely self-driven, supported by poor families, unsung heroes no one had expected to win on the global stage. So, in all the WhatsApp messages (I am not very active on Twitter, hence did not keep track on that) there was surprise (in fact wonder would be a more appropriate word to use). There was the usual lament about lack of support and encouragement to these emerging heroes and many many hopes that these newly minted champions would make India proud many more times in the future. Das will soon be back home, I am sure to a hero’s welcome. I am sure the Minister of Sports will escort her to meet the Hon’ble President and the Hon’ble Prime Minister. It is after all the done thing. There will be lots of media coverage. Lots of social media commentary too. More stories will emerge about her impoverished past. A couple of stories on her coach for sure. ARTICLE SOURCE : BS