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10 Franchising Brands, Amitabh Bachchan Endorses

Marketing and advertisements are tools to reach out to the target audience and establish as a brand in the market.

By Nibedita Mohanta Feature Writer

Amitabh Bachchan, a veteran Bollywood actor, who has lived his decades’ long career being in front of the camera, not only for films but also for endorsements.

Amitabh Bachchan is a brand in him, which is why when a franchise product brand joins hand with him, the company grows financially and geographically as well as generates revenue; such is the power of marketing and advertisement.

Marketing and advertisements are tools to reach out to the target audience and establish as a brand in the market.

Print contributes a significant portion to the total advertising revenue, accounting for almost 41.2 per cent, whereas TV contributes 38.2 per cent, and digital contributes 11 per cent of the total revenue. Outdoor, Radio and Cinema make up the balance 10 per cent.

India’s digital advertisement market is expected to grow at a compound annual growth rate (CAGR) of 33.5 per cent to cross the Rs 25,500 crore (US$ 3.8 billion) mark by 2020.

The Internet's share in total advertising revenue is anticipated to grow twofold from eight per cent in 2013 to 16 per cent in 2018. Online advertising, which was estimated at Rs 2,900 crore (US$ 435 million) in 2013, could jump threefold to Rs 10,000 crore (US$ 1.5 billion) in five years, increasing at a compound annual rate of 28 per cent.

When an actor, whom people see in films and develop an emotional bond with the character, it is favorable for the franchise companies, when they join hands with the actor.

On Amitabh Bachchan’s 75th birthday, let’s take a look at the 10 franchise products, which he has endorsed:

  1. Firstcry.com:

After Aradhya, his grand daughter’s birth, he endorsed Firstcry.com, such advertisements give customer a scope to make a personal connection with the actor as well as with the product.

  1. Kalyan Jewellers:

Any occasion is less charming without jewellery, thus advertisements on which customer sees an actor buying the product, make it feel authentic.

  1. Dabur:

Rural or semi urban customer feel the product is authenticated and made for them, only when they see a popular actor endorse it.

  1. Emami:

Skin care products are many in the market but when Amitabh Bachchan at the age of 75 uses a skin care product, shows that the product can be used by person of any age, which works for the company to sell it off the shelf.

  1. Parker Pen:

KBC’s most fascinating thing other than Amitabh Bachchan’s charm was his signature on the check, which the marketing company beautifully placed in the show. Thus the marketing and advertisement team has to take care of such spaces, where they can push the product without making it look obvious.

  1. ICICI Bank:

Advertisement is not about making personal bond with the customer but also to let the customer know about precautions and benefits of the product.

  1. Maggi:

The maggi ban controversy gave way to many other products to rise in the market, whereas its comeback would not have made much of a difference unless the marketing and advertisement were put just right.

  1. Lux Inner wear:

Recently the company has announced that Amitabh Bachchan has signed contact with them for endorsing the product.

  1. Navratna Oil:

Looking for what is working in the market or which product is in demand, and then adding it to the product through advertisements is one quality, which the marketing and advertisement team should keep in mind.

  1. Cadbury:

He made the product tag line, as a household line, ‘Kuch Meetha Hojae.’ This is how popularity of the product is built.

From these franchising brands and their advertisements, did teach a lesson on how adding celebrity to the brand’s name adds value to the brand and makes its reach travel far.

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