In case of John Abraham the circle has indeed come back to its starting point. He started his modeling career modeling for Yamaha motorcycles, with whom he still continues to be associated and has now been chosen as the brand icon for Maruti SX4 that comes with the tagline 'Men Are Back'. By selecting John Abraham Maruti has also gone full circle, as it started the campaign of celebrity brand ambassador by selecting Farhan Akhtar as the brand ambassador for Maruti A-Star, John Abraham has been chosen for SX4 and Madhavan has been roped in for Wagon-R.
For John Abraham, it would be a good point of departure from the gay identity that he has been associated with in a certain way after the stupendous success of DOSTANA and conscious projection to accentuate the identity further in a subtle manner.
Incidentally, the campaigns associated with automobiles have always connoted the sense of machismo and ruggedness and the same is being underlined by the new choices that Maruti has picked up. Interestingly enough the same sense of manliness is being done through the recent Mahindra Bolero campaign as well. The difference is only in the fact that the female chosen in the campaign is a lady who has been married but after being saved from a sticky situation she has a knotty smile on her face and she also hides the telltale sign of her marriage, conveying the message in a subtle manner that marriage in itself does not close the way for future flings.
It indeed is a sign of changing times where the norms of the society as they are changing gravitating towards having flings while being married is getting reflected in a certain manner through the advertisements as well. The only point of bother is that in all such campaigns whether it is a campaign of a deodorant or an automobile it is the married woman who is shown as having amorous tendencies, outside marriage, and no such campaign has been designed using a man. Is there a gendered bias in the copy writing as well, or is it more to do with the notion that woman still is perceived as a commodity in the advertisement campaigns? Could SX4's campaign bulk the trend, when the advertisement releases only then it would become apparent.