Even as details of the products and campaign have not been divulged at the moment, it is known that Percept Advertising will continue to do the creatives. Percept created the two earlier campaigns. The earlier ad entered a controversy of sorts when South African cricketer Hansie Cronje was charged with match fixing. The immediate fall-out of the Cronje episode was the withdrawal of the J Hampstead ad featuring the entire South African team.

However, the company continued with the Leander Paes, Mahesh Bhupati ad. Now with Mahesh Bhupati and Leander Paes breaking ties, will the company withdraw this particular ad too? Says Percept's joint managing director Shailendra Singh: ``Even as they have disassociated themselves, we don't see any reason as to why we will withdraw this particular ad. It is a matter of associating ourselves with the game of tennis.''

The agency is open to future possibility of a similar endorsement by the South African team or the Mahesh Bhupati, Leander Paes duo. Siyaram Silk Mills is now planning to re-shoot the next Leander Paes, Mahesh Bhupati ad campaign for J Hampstead in London.

The company's strategy is clear: go in for multiple brand endorsements. ``Fortunately, we were never focussed on a single celebrity. We had endorsed the entire South African cricket team for their quality of being successful, disciplined and international,'' said Singh.

-- AR