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Image consciousness & promotion of a brand: Aamir, Brand and Ethics

October 26, 2010 07:03:15 PM IST
Enkayaar, Glamsham Editorial
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Aamir Khan is one actor who indeed takes his carefully crafted and cultivated image rather seriously. It is manifest from the new motorcycle brand, that Mahindra's have come out with, and which he is endorsing. The tagline of the brand is that motorcycles should not be brought for doing stunts on the road; rather they should be used as a medium for commuting, and by associating with this image Aamir Khan has tried to give a certain push to the brand. There also is a subtle message for the parents as well, who blinded by the love of their children buy them the two-wheelers, though the child may not have reached the driving image. The advertisement in an indirect way implores upon the parents not to encourage their children by buying for them fanciful bikes, as once they are bought, it would really be difficult for the parents to control the children from doing their stunts on the roads.

view AAMIR KHAN picture gallery

view AAMIR KHAN picture gallery

Indeed, the seriousness of Aamir's approach towards a brand endorsement is also manifest from the latest campaign of Tata Sky where in a humorous manner; he is imploring the customers to read between the fine lines before deciding to buy a dish TV. There is probably no other actor who wears his identity on his sleeves in such open manner as Aamir does.

If one were to contrast the endorsements that were done by John Abraham or Hrithik Roshan for motorbikes, they tend to pander to rather the wilder side of the consciousness associated, when one rides a bike. Incidentally, it has happened for the first time that this kind of advertisement associated with a two-wheeler has been released, simple but profound in its impact.

One wonders whether Aamir has been inspired with Big B, who he adulates, for being a part of such a copy. Big B is the new brand ambassador of Gujarat, and inspite of all kind of negativity built around, when Big B was announced as a brand ambassador for Gujarat, Big B went ahead and did it. It was primarily owing to the fact that he was convinced that indeed Gujarat had scaled new frontiers in economic development. The message given by Big B is this and nothing else, and he does not agree to a project until he is convinced about its efficacy.

As celebrities, one need to be conscious of the message that he puts across to the nation, and should not be governed by monetary conditions only. Sachin Tendulkar is another such example who has never endorsed anything in his life which he does not believe in. May the ilk increase in quadratic proportions.

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