Laura Ries’s book ‘VISUAL HAMMER—NAIL YOUR BRAND’ repeatedly makes the case for a Visual Hammer being more powerful than verbal messaging and how it can help nail the brand. The Summer Olympics 2024 in Paris adds countless visual references every hour to the rich repertoire of digital memory. However, a few visuals stand out among them, each carrying a significant impact and importance.
These visuals are not ordinary images; they possess a unique quality that sets them apart. Many of these visuals will become iconic due to their profound meaning and relevance to the audience.
We all have our favourites: the Suya Kumar Yadav catch in the T20WC, the Kapil Dev catch in the 1983 WC, and Saurabh Ganguli’s shirtless celebration. P T Usha runs, Mar. And then, some celebrities became iconic faces because of their performance. However, we may not have an iconic referenced visual moment like Jaspal Rana shooting, Neeraj Chopra Javelin, Mary Com boxing, Sindhu, Sani Mirza, Saniya Nehwal, Rathore, Padukone, Viswanathan Anand and many more.
MEDINA- The Surfer Gesture.
One of the iconic pictures that will be etched in the mind and mentioned repeatedly is the surreal picture of Gabriel Medina of Brazil. The picture was of him celebrating a recording-breaking 9.90 single-wave score in the fifth heat in the third round of Olympics surfing on the French Polynesian island of Tahiti, some 10,000 miles from Paris. His words added meaning to the picture, “Felt Amazing. It’s really a dream come true to compete in waves like this for the Olympics… I’m very happy to be part of this.”
The photographer Jerome Brouillet was more candid and rightly said the picture was a result of ideal weather conditions, experience, timing, and a bit of luck. Knowing the Gabriel routine was an added advantage. However, he would make the gesture, and the photographer would capture it- it was sheer magic. The photographer and says, “I love this shot, for sure, because it’s special, and I think I will get only one shot like that in my entire life.”
MANU- Face That Will Launch A Thousand Brands.
She has taken the Indian audience’s interest in the Olympics by storm. Her face, full of grace, concentration, and a warm attitude, will make her the favourite sports celebrity. Manu Bhaker (22) has won two bronze medals and missed a third by a whisker. She has broken records and become the first woman to win a medal in shooting at the Olympics and the only Indian to win multiple medals in the same Olympics.
She has age on her side and has a lot going for her. Manu Bhaker pushed memories of the Tokyo Olympics behind and shown a new level of temperament and mental strength in Paris.
She won bronze in the 10m Air Pistol and then teamed with Sarabjot Singh to win a bronze 10m Air Pistol Mixed team event. Unfair but true, her face will be remembered more and seen as an asset than Sarabjot’s- who is also a winner in every right.
The fee for Performax Activewear brand endorser Manu Bhaker has jumped 6-7 times, and some 40 brands are already in discussion.
This interest will help push sports and sportspersons into the limelight and create a new pull for the sport.
SREEJESH- A Well-Known Face That May Fade Away.
Parattu Raveendran Sreejesh (36), better known and recognised as Sreejesh, is an India Field Hockey Goalkeeper and ex-captain. Everyone interested in hockey knows and respects Sreejesh, a world-class sportsperson recognised as one of the best in his trade.
He has given the Indian team many moments of glory. He was again the centre of pressure and focus during the India—Great Britain Quarter Final Clash at the Paris Summer Olympics 2024. India won 4-2 in a shootout after defending the post when India was reduced to 10 players. By the time you read this, we would know the India—Germany semi-final results—but irrespective of the results, Sreejesh is an icon and idol for Indian sports.
Our memories will slowly fade unless a new role is created for such a sportsperson.
LAKSHYA- Man With The Third Arm.
I don’t know who coined the term ‘Third Arm,’ but Anand Mahindra’s tweet popularised it. It referred to the astonishing shot played by Lakshya in the Olympics. It was a stunning piece of work that showed confidence and awareness. The video has already been seen and shared multiple times. Lakshya again has age on his side and is well prepared to rise to new heights. He has everything going for him other than the sports that are not the centre of focus. Maybe Lakshya will be the reason for the latest surge and a post-Sindhu era in Badminton.
The Assassin from Turkey- Yusuf Dikec.
Another image that is more imprinted in the visual space is Yusuf Dikec. An unexpected gear-less shooter from Turkey who won silver with Sevval Ilayda Tarhan in mixed team 10-meter air pistol shooting at the Paris 2024 Summer Olympics. It is the event in which Manu Bhaker with Sarabjot Singh won the bronze. The Sheer Audacity and Casualness of the approach can be deciphered differently. It was a reflection of sheer passion, dedication, and confidence. The visuals gave rise to multiple memes on social media at every stage, giving the image freshness.
The visual is rated as one of the most shared visuals from the Paris Summer Olympics 2024. It is an example of excellence and determination in many ways. 51-year-old Yusuf Dikec has participated in every summer Olympics since 2008, making this his fifth Olympics. He wears a simple T-shirt and what looks like a standard pair of glasses. He then pocket his non-shooting arm, and shoots with a deadpan, impassive look on his face. There were also other shooters at the Olympics who did not wear the gear, but it was his visual that went viral.
VINESH – The 100 gm difference.
The joy of qualifying for the 50 KG wrestling title Gold medal bout did not last long. As I write, the news of her disqualification is in. People have been linking her protest against Brij Bhushan Sharan Singh, accusing him of sexually harassing women wrestlers and her determined qualification for olympics and then reaching the space, no Indian woman ever reached. They must keep Sports- protest and politics separate. Her victorious raised hands and her reaction on disqualification are images that will make rounds – maybe for a different reasons.
NET NET.
Iconic moments stay with us, and we remind ourselves at every moment when we discuss the subject. Visual memory is powerful. However, we are the country where fans swing in excitement. We have already forgotten the T20WC and are cribbing about how the team could not play spin in Sri Lanka.
There is a window for a brand to take advantage of—and I hope many brands do. These iconic faces and references will help launch brands and their campaigns. They will provide a much-needed push to the associated sports.
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