Not really, but when it comes to Tendulkar and signing contracts it is not about the star liking the face but more about knowing it. ICONIX’s head Naidu had been with WorldTel, Tendulkar’s previous marketing firm, and has had an eight-year association with the star. Talking about those eight years, Naidu says: ‘‘It has been an unbelievable association. Doing business with Tendulkar for so long has developed into friendship. There has never been any strain the journey has been every smooth.’’

Tendulkar too seems at home about the new association. “I have full confidence in their (ICONIX) capabilities and in the fact that they will provide the requisite continuity to the brands I am currently associated with.”

In a market where a 60-plus Bollywood superstar happens to be the biggest brand, the 30 plus legend wouldn’t lose sleep on it.