e is an Olympic silver medallist in the double trap, Padma Shri, and a major in the Indian Army. And in a forest of endorsers from the film and cricketing world, he is a welcome change. Rajyavardhan Rathore, who was recently allowed by the Ministry of Defence to endorse products and services (5 per cent of the money earned will go towards Army welfare), has been signed on by Hero Honda and the Sahara Group as brand ambassador. Other deals are in the pipeline.

From an advertising standpoint, Rathore presents both, an opportunity as well as a dilemma, since he is somewhat difficult to slot.... more