Throughout my post graduate management education, all the lecturers submerged us marketing majors with examples of brand endorsers ranging from film celebrities to sport persons ruling the roost for major brands in India.
It was mutually agreed between the students and the lecturers that most of the endorsers have diluted their brand equity by endorsing multiple products. It's okay, if they endorse multiple products, but some of them have endorsed so many brands that it feels like they are hoarding for a foreseen economic catastrophe! It is like the end of brand endorsements for them.
Mr. Amitabh Bachchan, Mr. Shah Rukh Khan and Mr. Mahendra Singh Dhoni are the endorsers with the highest number of brands under their belt. But tell me, when you switch on the TV and look at the advertisements , how many of you really wait to see the ads featuring the above mentioned gentlemen? For a change, I wont mind watching an ad with Rakhi Sawant rather than these gentlemen! They are like the house flies of brand endorsements, anywhere and everywhere, selling 'chaddi baniyans' to Hajmola to pens that they would never use in their lifetimes! GOD!
So going back to the management education days,(not a lot of time ago) we always used to discuss how Mr. Aamir "Perfectionist" Khan chose his brand endorsement deals very carefully. He was the last man standing where his choice of brand endorsements was being discussed in management colleges. He endorsed very few classy brands like Titan and Tata Sky and Toyota.
But off late, there has been an inundation of Aamir Khan's presence on TV. I was quite dejected to see him running the streets giving T-shirts to junk food eating people and requesting them to eat 'baked, not fried' low cal biscuits(Parle). And soon, he'll be selling motorcycles to us! Where's the fit? John Abraham and Yamaha is understood as he is a self confessed bike enthusiast.
When Aamir Khan signed on to sell Mahindra bikes, I sang 'Another One Bites The Dust'. On the contrary should I say, 'The Last One Bites The Dust" ???
Awaiting your comments