Salesforce, the #1 CRM company in the world with annual revenue of $34.85 billion, has started a brand campaign in India to enhance its business.
Salesforce does not reveal its revenue from India. Salesforce has generated revenue of $940 million in its latest quarter from the Asia Pacific region that includes major countries such as China, India, Japan, among others.
For comparison, Salesforce’s revenue from Americas, where it is headquartered, was $6.2 billion in its latest quarter. Salesforce’s total revenue was $9.35 billion during the July-quarter of 2024. This indicates that Salesforce needs to generate more.
The CRM (Customer Relationship Management Software market) in India is projected to grow by 16.81 percent (2023-2028) to $2.24 billion in 2028.
By appointing a brand ambassador, Salesforce admits that it needs more CRM customers in India. Indian cricket icon Rahul Dravid is the first brand ambassador for Salesforce India. Usually, software companies never hire brand ambassadors. Analysts believe technology innovation should speak for companies such as Salesforce. The CRM firm is currently betting on AI for enhancing business growth.
Salesforce’s decision to appoint a brand ambassador like Rahul Dravid signals a significant step in its branding strategy, especially in a diverse and growing market like India. Salesforce’s move raises the question: does a CRM supplier need a brand ambassador?
Salesforce says the digital campaign reveals success stories of Salesforce customers in Manufacturing, Automobile, BFSI, Retail & Consumer Goods, and Healthcare, showcasing how Salesforce powers their growth.
Why Salesforce Could Benefit from a Brand Ambassador
Building Trust in a New Market: Salesforce is the leading CRM provider globally, but in India, where many businesses are still adapting to digital transformation, brand trust is paramount. Rahul Dravid is one of India’s most respected and trusted sports figures. His involvement lends credibility to Salesforce, positioning the brand as dependable and aligned with strong values — qualities that are crucial in building trust among Indian businesses.
Nipun Sharma, Senior Director – Marketing, Salesforce India, said: “Rahul Dravid embodies trust, making him the ideal choice for Salesforce in India. Just as he has inspired champions, Salesforce is a trusted partner that empowers businesses to transform their sales, service, and marketing functions, helping them achieve extraordinary success.”
Expanding Beyond Tech Audiences: CRM systems are traditionally perceived as complex, tech-heavy solutions. By involving a non-tech figure like Dravid, Salesforce can make its offerings more relatable to a broader audience, including decision-makers in industries unfamiliar with tech but essential for Salesforce’s growth in India.
Creating Emotional Connection: In a B2B environment, decisions are often driven by rational factors like cost and functionality. However, emotional resonance can still play a critical role in brand differentiation. A figure like Dravid, known for his perseverance and ethical leadership, can help Salesforce create an emotional connection with Indian business leaders. It humanizes the brand, which is especially important in a market that values personal relationships.
Aligning with Values: Dravid’s values of excellence, discipline, and trust align well with Salesforce’s messaging of innovation, customer success, and community. A brand ambassador like Dravid helps bridge the gap between corporate objectives and personal values, appealing to business leaders who prioritize integrity and excellence, just as Dravid did in his cricketing career.
Rahul Dravid said: “Salesforce’s focus on innovation, customer success, and giving back to the community aligns with the principles I hold dear. With platforms like Salesforce, Indian businesses have the tools to scale up, compete globally, and make a significant impact.”
Boosting Visibility: The campaign extends beyond traditional digital ads by engaging in print, out-of-home advertising, and major touchpoints like airports and tier-2 cities. With Dravid as the face, the campaign can grab attention in these diverse settings, creating higher visibility across different business segments and regions in India.
Does Salesforce Need a Brand Ambassador?
While Salesforce is already a well-known entity globally, in a market like India where relationships and trust play a pivotal role in business decisions, a brand ambassador like Dravid can add value. The use of a sports icon rather than a tech figure emphasizes Salesforce’s ability to relate to non-tech industries and the human aspect of business transformation. Additionally, a local ambassador helps localize a global brand, making it more approachable to Indian companies.
Thus, while Salesforce may not need a brand ambassador in every market, the choice to partner with someone like Dravid in India can amplify its presence, build trust, and connect more deeply with its target audience. It’s a strategic move to reinforce the company’s leadership not just in CRM but in enabling business success.
Baburajan Kizhakedath
