The pull of brand Amitabh Bachchan is why most brand marketers keep signing him on as an endorser in the hope that his presence would have a positive rub-off on their respective brands or a cause. The simple message is that brand Amitabh Bachchan sells. Amitabh Bachchan has been able to generate not only awareness about the cause he supports, but has also managed to show a drastic difference among the audience’s psyche.
The Times of India recently launched a promotional campaign in which they consider that the year 2007 is ‘The Year of India’. This promotional advertisement which is a six week long campaign called 'India Poised' chose Amitabh Bachchan, as he was voted as the 'Indian of the Year' in 2005 and again in 2006 in a Times of India poll. India Poised shows two contrasting India, one that is raring to go and the other that is holding it back. When I first saw the commercial, it is an accurate description of the actual transition that is taking place in India the new emerging country. As an Indian I was overwhelmed to see this campaign and I would recommend one and all to watch the video. The backdrop for the film is the under-construction Bandra Worli Sea-link (like San Francisco’s famous Golden Gate), the sea-link which is otherwise a restricted zone. This goes to show that a combination of celebrities and a genuine effort towards social responsibility can help make a tremendous difference to the society and the people living in this society. What do you think of the video? Do you think Amitabh Bachchan is bigger than the message?
Click here for the video: 'India Poised'
