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Ascetics for brands: Where to draw the line?

April 2, 2010 03:19:03 PM IST
Enkayaar, Bollywood Trade News Network
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One thing is for sure, the new found recognition that Ranbir Kapoor has acquired by virtue of his association with the new campaign of Pepsi is more to do with the fact that he has come clean in his relationships and the manner in which he conducts himself in the public, be it by clarifying confusions about his association with Deepika Padukone or associated things. He therefore is maintaining an ascetic like posture as far as his positioning in the public life vis-a-vis his campaigns.

World of endorsements is like walking on a razor's edge, as one false step and you are thrown out from the campaigns. There is no better illustrative example than Tiger Woods to buttress home this point. Tiger Woods has returned to golf course, but the brand endorsers have marooned him. Could Big B also face this situation? The manner in which he is being targeted and is portrayed as a person who is not in good books of the powers to be, one does not know. Corporate majors always like to be in the good books of the government and they would not like to be in a position where there brand endorser is one who does not toe the line of the government.

Brand endorsements and gradual evolution of self as a brand is a proposition that has to be nurtured with great care. Ranbir Kapoor's association with Pepsi has made him morph into a brand that is eponymous with the spirit of gay-abandon of youth of the present times. Same has been the position of Big B as his appeal lies across generations, but if the present controversy endures, it could lead to collateral damage to his position as a brand, as also to the product of the companies that he is endorsing.

With the premise of collateral damage looming large, and star personas having mercurial temperature, Salman Khan must have thought wisely to promote a brand on his own, BEING HUMAN as any collateral damage that could emerge would affect only his product and not the fortunes of any company with which he might be associated.

May be, with Big B being cornered, one could see in the near future, a new brand being endorsed by him, and it could be a product which might be his own creation.

After all, he is an actor who has reinvented himself number of times and the time is on the anvil where he may have to do it once again.

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