AMITABH BACHCHANGod of Indian Cinema

BRAND MANAGEMENT

Celeb endorsers may come and go but Amitabh stays. Finding another facet to his many-sided persona is a

challenging task for marketers.

WHO IS AMITABH BACHCHAN

DOB: 11TH OCT 1942, Allahabad, India

Birth Name: Inqulab Srivastav

Has a double M.A. (Master of Arts) degree.

Trade Mark – his baritone voice.

National awards – 3 (Saat Hindustani-1970, Agneepath – 1991, Black - 2006).

Awarded as France’s highest Civilian Honor

1st Asian Actor in Madam Tussaud’s Museum.

An immensely successful actor of more than three-and-a-half decades in the Hindi film industry, a failed politician, a stumbling businessman and anchor of just two TV programs - his is a unique combination.

The way Zanjeer transformed his acting career, KBC opened the floodgates of endorsements.

Marketers found their single-point attention-grabber in Amitabh Bachchan who could not only command attention but also lend credibility to their brands.

VARIOUS

HONOURS

STAR POWER

BRAND ENDORSED PRODUCT CATEGORY

BPL CONSUMER ELECTRONICS

PEPSI BEVERAGES

MIRINDA BEVERAGES

ICICI FINANCIAL SERVICES

PARKER WRITING INSTRUMENTS

REID & TAYLOR APPAREL

MARUTI VERSA AUTOMOTIVE

CADBURY’S CHOCOLATES

NEROLAC PAINTS

HAJMOLA DIGESTIVE AID

NAVRATNA PERSONAL CARE

EMAMI BOROPLUS ANTISEPTIC CREAM

EVEREADY BATTERIES

DABUR DIET SUPPLEMENT

SAHARA CITY HOMES REAL ESTATE

TIDE DETERGENT

D’damas JEWELLERY

AMITABH'S PERSONA

A wide range of emotions Humour and anger Patronising, Avuncular person; Action hero; Energising personality; Jovial character; Advisor; Spokesperson; and Passionate endorser.

MARKETERS LEVERAGING CELEBRITY APPEAL

As soon as a new face ascends the popularity charts, advertisers queue up to have it splashed all over.

Spectacular rise of Sania Mirza and Irfan Pathan in endorsements.

Multiple celebrities are endorsing one brand and super celebrities are promoting several products.

A UNIQUE PHENOMENON

Sportsperson retires or the actors loses charm at the box-office or the TRPs of the TV programs come down, the endorsements also dwindle.

Amitabh Bachchan is an exception to this normal life cycle of a celebrity in terms of endorsements. His best days at the box-office are well behind, yet, his endorsements do not seem to stop.

UNBLEMISHED PERSONALITY Cadbury's exploited this

strength of his well. Controversy of worm-infested packs. One of its responses to regain public confidence was to show him visiting its plants and vouching for the safety of chocolates in a commercial.

Nerolac Paints leveraged his credibility by having him assure the audience, `Hum keh rahe hain' in its commercials.

Eveready's torchlight Jeevan Saathi revolved around the product as a dowry item, Amitabh put his foot down and refused to endorse it.

Campaigns for Pulse Polio, Unicef and People for Ethical Treatment of Animals (PETA) featured him prominently to have a big impact on the audience.

THE CRITICAL ISSUES

His endorsements cost between Rs 5 crore and Rs 12 crore.

MNC’s with deep pockets such as Pepsi, have Amitabh as a brand ambassador and renewing the contract is affordable.

But ICICI & Maruti did not renew there deal after it expired.

Overexposure, is the major issue.

The enigma of his personality faces the risk of being unraveled.

Exclusivity can no longer be associated with him.

The audience gets confused when the same celebrity plugs many brands.

MARKETERS AT CROSSROADS

The challenge for marketers is - how to stretch such a widely leveraged personality?

How does one ensure that

the enormous amounts invested in this expensive brand ambassador are well-utilized?

PARKER Founded in 1888 by

George Safford Parker in Janesville, United States Of America.

Key models in the company's history include :

1. Jointless(1899)2. Duofold (1921)3. International (1987)4. Sonnet(1993), and the 5. Parker 100 (2004)

BOROPLUS An Antiseptic Cream

that prevents dryness and protects the skin from cuts, burns, scratches, nappy rashes, insect bites and itchiness.

It has new Active Herbals formula that gives your skin clinically healthy protection and active cure.

CADBURY DAIRY MILK The story of Cadbury

Dairy Milk started way back in 1905 at Bourneville, U.K.

The pure taste of Cadbury Dairy Milk is the taste most Indians crave for.

The variants Fruit & Nut, Crackle and Roast Almond, Cadbury Dairy Milk Desserts & Cadbury Celebrations.

REID AND TAYLOR Launched by SKNL in

India in 1998 with a state-of-the-art fabric plant at Mysore.

The discerning consumers in India now can experience international-quality garments in their own cities and towns.

S Kumar’s M.D. Nitin Kasliwal says: "We needed a brand ambassador who could 'Indianise' the brand personality. Our

singular brand promise, 'Bond with the Best', needed an Indian persona, a figure who will appeal not only to the

classes, but also the masses”.

12%

20%

68%

Rank 1 to 5 (5 being the highest)

1 2 3 4 5

Rank Amitabh Bachchan as “Bollywood King”

8%

48%28%

4%12%

Very Strong Strong ModerateLow Very Low

Amitabh Bachchan’s impact on a brand

76%

24%

YES NO

Does anybody endorses brands better than him?

Cadbury27%

Reid & Taylor46%

Parker19%

Boroplus8%

Which brand does he endorse better?

CRESS ANALYSIS

Sincere31%

Exciting10%

Competent21%

Sophis-ticated31%

Rugged7%

His personality is best defined by-

Sinc

ere

Excitin

g

Compe

tent

Soph

istic

ated

Rugge

d0

10

20

30

40

50

60

70

54321

How is CADBURY as a brand?

Sinc

ere

Excitin

g

Compe

tent

Soph

istic

ated

Rugge

d0

10

20

30

40

50

60

54321

How is REID & TAYLOR as a brand?

Sinc

ere

Excitin

g

Compe

tent

Soph

istic

ated

Rugge

d0

10

20

30

40

50

60

70

54321

How is PARKER as a brand?

How is BOROPLUS as a brand?

Sinc

ere

Excitin

g

Compe

tent

Soph

istic

ated

Rugge

d0

10

20

30

40

50

60

54321

The Kind of Animal that associates with:

32%

20%16%

16%

16%

Cadbury

Rabbit Cow Dog Hyena Deer

36%

12%

8%

8%

36%

Reid & Taylor

Lion Horse ElephantTiger Other (s)

The Kind of Animal that associates with:

20%

16%

16%12%8%

28%

Parker

Dolphin Horse LionCheetah Fox Other (s)

The Kind of Animal that associates with:

The Kind of Animal that associates with:

20%

16%

8%

8%8%

40%

Boroplus

Panda Cat SheepRabbit Buffalo Other (s)

The Kind of Animal that associates with:

What would you think about a customer if you see them using Cadbury, Reid & Taylor, Parker and Boroplus on the basis of:

Cadbu

ry

Reid

& Tay

lor

Park

er

Boro

plus

0

4

8

12

16

20

Highly Ed-ucatedModerately EducatedNot EducatedAny

Education

Cadbu

ry

Reid

& Tay

lor

Park

er

Boro

plus

0

5

10

15

20

25

VIP/High ClassRegular/ Avg.Fun / Enthu-siasmSincereAny

Personality

Age

Cadbu

ry

Reid

& Tay

lor

Park

er

Boro

plus

0

5

10

15

20

25

30

YoungMiddleOldN.A./ Any

Income

Cadbu

ry

Reid

& Tay

lor

Park

er

Boro

plus

0

5

10

15

20

25

30

HighModerateLowAny

CHI SQUARE TEST OF SIGNIFICANCE

Is there a significant association between AMITABH BACHCHAN and the BRANDS he endorses?

(The test is done on the excel sheets attached with the mail)

THANK YOU

Submitted by:- KUNAL AHUJA - 24SANAA BONDRE

- 48VASUNDHARA KHAJURIA - 56YASHODHARA KHAJURIA - 60