Vaibhav bludgeons his way to brand field

Baby-faced batsman Vaibhav Suryavanshi of Rajasthan Royals, all of 14, launched a stunning assault on Indian Premier League title contenders Gujarat Titans' bowlers this week, marking the arrival of a new superstar in the country's most popular and commercially viable sport.

- Varuni Khosla

As Suryavanshi's blazing century in just 35 balls sent the packed stadium in Jaipur into a frenzy, talent managers' phones began buzzing as brand marketers explored early deals.

His performance also raises the question whether the youngster from Bihar will follow in the footsteps of several illustrious predecessors in the parallel arena of brand marketing to sell everything from colas to suits.

The opinion is sharply divided.

While some warn of early burnout and urge caution and patience, others have started to think of tactical deals.

"We're seeing significant brand interest in Suryavanshi, driven by his current sensational performance," said Nikhil Bardia, head of Rise Worldwide, the talent management and sports marketing arm of conglomerate Reliance Industries, adding that most brands are approaching this as a tactical opportunity for the short term.

"As he evolves and develops a more defined personality, we expect his value proposition to shift toward more strategic partnerships," Bardia said.