When Reddit announced cricket legend Sachin Tendulkar as its brand ambassador in India, the internet had mixed feelings. While Tendulkar is undeniably one of the most respected and beloved figures in Indian sports history, his association with a platform like Reddit, known for its edgy, anonymous discussions and meme-heavy subcultures, left many social media users puzzled.
Comments like “Reddit and Sachin? That’s like pairing test cricket with Tinder” or “He’s the GOAT, but I don’t think he knows what a subreddit is” echoed across social media platforms by netizens. For a generation that associates Sachin with straight drive, cricket whites, and humble interviews, associating him with AMAs (Ask Me Anything) and viral memes, the chemistry felt offbeat.
Comedian Rohan Joshi made a video of himself explaining why Tendulkar should not become Reddit’s brand ambassador, explaining his pointers.
The move seems to be a strategic effort by Reddit to expand its reach in India, moving beyond its core niche digital communities to tap into a broader audience. But it also raises an important question: Is this a right fit? More interestingly, this marks the first time a social media platform in India has appointed a mainstream brand ambassador.
It also begs a larger question: do social media platforms really need celebrity endorsers, or does it go against the very essence of what these platforms stand for?
Manali Deshpande, Brand Solutions Head at Clout, the talent management arm of Pocket Aces, explains that in today’s creator-first landscape, authentic user-generated content (UGC) and niche community engagement are paramount, often making the need for traditional brand ambassadors seem less obvious. However, it’s not a definitive ‘no.’
She notes that a well-chosen ambassador, particularly a legacy icon, can significantly boost brand awareness, trust, and credibility among a broader, more mainstream audience.
“For a platform, it can act as a cultural and generational bridge, and this association can expand into less penetrated markets,” she mentions.
In its official statement, Reddit highlighted the impressive growth of its 'Cricketverse' over the past year, a collection of passionate, fan-led communities centered around the sport. Notable subreddits like r/IndiaCricket and r/MumbaiIndians saw a year-on-year growth of 73% and 58%, respectively.
(Subreddits are specialised communities on Reddit that focus on specific topics or interests)
In just the last 12 months, cricket-related communities on Reddit have recorded:
- Over 3.7 billion screen views globally
- More than 32 million engagements, including posts, upvotes, and comments
These numbers reflect the rising popularity of cricket conversations on the platform and lay a strong foundation for Reddit's push into India’s sports-loving user base, amplified by Sachin Tendulkar’s association.
Viraj Sheth, CEO & Co-founder of Monk Entertainment, a digital media organisation, says that he sees a brand ambassador as a precision tool, not a default growth hack. He further adds, when a platform already has a strong creator ecosystem, user-driven discovery often outperforms a celebrity splash.
“The key should be to give the ambassador a clear, specific role: reach the hold-outs, lend borrowed credibility, and then step back. Let the product and the community do the rest,” he highlights.
Sheth also adds that the platform wanted a safety net of credibility before chasing virality, and Tendulkar is the most universally trusted social currency.
Rajni Daswani, Chief Growth Officer - People & Culture, SoCheers, a digital creative agency, mentions that Reddit isn’t built like traditional consumer brands. It runs on community, user-driven content, and a bit of chaos. So, having a brand ambassador feels unexpected, not wrong.
But as Reddit looks beyond its niche base to reach mainstream India from tier-2 towns to cricket meme fans, it makes sense to attach a familiar face to an unfamiliar platform.
Instagram relies on creators, X thrives on controversy, and Reddit is trying to connect with ‘Bharat.’ And for that, Tendulkar is a right fit.
Sheth adds that the association will only work if it goes beyond just broadcast. “If Sachin joins AMAs, engages in real conversations, and respects the platform’s community norms, he comes across as a genuine power user who just happens to be famous. But if he’s used like a one-way billboard, the disconnect will be obvious. Authentic participation is the only way to align celebrity influence with Reddit’s grassroots culture.”
With this association, Daswani believes Sachin’s presence could spark initial curiosity, “Arre, Tendulkar is on Reddit? What is this app?” but emphasises that long-term retention will depend entirely on the product experience.
“If Reddit can use this opportunity to onboard new users and guide them through the world of subreddits, it has the potential to be a game-changer,” she says. “But if it stops at a press release and a poster, it’s like handing someone a cricket bat without teaching them the rules; they’ll hold it, smile, and move on.”
Reddit’s Sachin move signals a new playbook.
This move also raises a question of whether platforms are shifting away from traditional influencer marketing toward more sustained, ambassador-led strategies. Unlike short-term creator collaborations, brand ambassadors offer consistency, credibility, and a recognisable face that can help build long-term trust with a wider audience.
This approach can humanise the platform and make it more relatable, especially in newer markets. However, it also comes with risks; tying a platform’s image too closely to one individual can backfire if the ambassador faces controversy or fails to resonate with core users. Additionally, if not executed authentically, such partnerships can feel forced and undermine the platform’s grassroots appeal.
Deshpande says it’s not so much a move away from influencer marketing as it is a strategic evolution, combining short-term creator-driven buzz with longer-term ambassador-led brand building. Platforms are beginning to see these approaches as complementary, not interchangeable.
“Ambassadors open the door with trust and recognition; creators keep it open through authentic, ongoing engagement that keeps the platform rooted in its community-first identity. The advantage of ambassador-led strategies lies in their ability to unify messaging, reduce ad fatigue, and deepen advocacy over time,” she mentions
She adds that sustainable growth lies in using both strategically, at the right time, for the right purpose.
Sheth observes a clear shift from one-off influencer bursts to more sustained ambassador partnerships. “The advantage is a more consistent brand narrative, better press traction, and greater control compared to managing hundreds of micro-influencers. But there are trade-offs: higher costs, contractual rigidity, and the risk of anchoring the platform’s image to a single individual who could make a misstep. It can also send mixed signals to grassroots creators, raising questions about whether their contributions are still valued or not, ” he mentions.
Daswani notes that this shift is particularly visible in India, where emotional resonance often drives action more than algorithms. “Tech platforms are starting to realise that beyond performance marketing and influencer shoutouts, there’s still a significant trust gap. A face like Sachin helps bridge that,” she says.
It will be interesting to see how this collaboration unfolds and how Reddit ultimately leverages Tendulkar’s presence to shape its journey in India.
