I’m not a fan of celebrity endorsements. Think it’s just lazy advertising. And a waste of money as the star invariably overshadows the brand. No disrespect to our glam brigade. But marketers have always wanted that magic mantra. “Maal bechna hai” at any cost. So why invest in a long term idea/slogan/mascot when there’s an icon/idol for hire? Bollywood badshahs and cricket czars there are aplenty.
Big B with his baritone recommends everything from agarbattis to arid Kutch. Shahrukh Khan walks through walls in a tuxedo, selling some paint brand. Can’t for the life of me remember the name. But Asian Paints’ classic promise ‘Har Ghar Kuch Kehta Hai’, is firmly etched in my head.
So, do we believe celebs use the products they suggest to us? More importantly, is there research to prove that sales will sky rocket when a star recommends a brand?
Will the consumer drop whatever he’s doing and go online, or stand in line at the nearest store to buy your product? The point is we are so starry eyed, we accept tantrums and any terms the star demands. But things become tricky when the star’s popularity wanes. Either professionally or personally, permanently or temporarily.
Which brings us to Aamir Khan and his recent troubles. Everything the man has ever touched turns to golden jubilee.
Rang de Basanti eulogized the youth. 3 Idiots eulogized idiots. And PK eulogized, well, aliens. And brought in serious moolah. I am a fan of his histrionic ability. Any man that can pull off the wooden bat yielding Bhuvan of Lagaan, and the cocky yuppie Akash of Dil Chahta Hai with the same elan, is a special performer
Then out of nowhere, with the much awaited Dangal around the corner, he announces that he feels unsafe in India, because of its rising intolerance. This is a man with not a hair out of place – stays away from the media, appears only around the time of a movie release. He epitomises ‘control freak’, borders on the sanctimonious (think AIB Roast). But basically, watches his words very carefully.
Maybe his statement was planned, maybe it wasn’t, maybe it was said in a context. Either way, if it was Naseeruddin Shah who’d said it, the reaction wouldn’t have been so extreme. But for Mr Perfectionist to say it seemed out of turn and out of character.
The backlash, unquestionably was out of proportion. The usual troll brigade demanding he ‘return to Pakistan’. But when the sacking by the Incredible India board for his ‘intolerant India’ remark happened, I saw the point. Gratis though it is, he was the brand ambassador for our tourism ministry. A little tact in his choice of words was required. Especially considering he was hired to recommend Bharat as an idyllic travel and investment destination. But for Snapdeal to be considering snapping ties with the cine star is bewildering.
What’s the panic in the Snapdeal boardroom to sack the star? Are they nervous that his comments about intolerance will lead to sales plummeting? The same buyers who were rushing to explore their virtual marketplace will now go offline? The massive online marketing world that’s been created will be seismically rocked?
You think, dear Snapdeal marketing marketing manager, that Aamir’s fallen out of favour with the masses? So no one’s going to partake of your product, anymore? Gentlemen, there is no doubt in my mind that Dangal will be a Rs 500 Crore success. And every other film he makes, whether he’s a wrestler, a wing commander, whale hunter or just an animated wasp, the cash registers will resound. The man is a matinee idol. One of the all time greats. The campaign should have begun with a snappy slogan, a memorable mascot or a long term line of thinking. Instead, you chose an actor.
Now you’re in a bind, because you have no continuing idea. What will you now do? Replace Aamir with Aliya? Or Ayushmann?
Or just go back to the drawing board and create a memorable brand promise? One that is unique. One that will stand the test of time, and the shifting fortunes of a movie star.
(Rahul DaCunha balances his life between advertising, theatre and his two cats. He’s on Twitter @RahuldaCunha)
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