April 15, 2011 12:46:17 PM IST Enkayaar, Glamsham Editorial
As a matter of convention a film star be it a male or a female gets to endorse a cola brand if he has graduated to a cult status. Indeed, the maxim is underlined, if one were to look into the famous cola brands, and the stars who endorse them, it would be abundantly clear that they are the cult stars. Aamir Khan is synonymous with Coca Cola brand, and now it is his nephew Imran Khan who has become the endorser of the brand, but factoring in the premise that he still does not command the same cult status, the Coca Cola advertisement is woven around a bunch of fans endorsing the same brrr... effect.
From this perspective if one were to analyze selection of Sharman Joshi to become the brand ambassador for 7 UP's new campaign, and then indeed Sharman Joshi has arrived. From Airtel to 7 UP it indeed is an interesting step forward for Sharman Joshi as it underlines the fact that Sharman Joshi, slowly but surely is making rapid strides in his acting career. Interestingly enough, this campaign has been directed by Raju Hirani, the man, who catapulted Joshi into the A-category with 3 IDIOTS, and has also selected him to be the lead star for his next film after 3 IDIOTS, FERRARI KI SAWARI.
For Sharman Joshi it indeed is a manna from heaven, as 7UP brand has for the first time gone in for a celebrity endorsement by a male actor ever in India, (Mallika Shehrawat was the first brand ambassador for 7 UP in India) though it was introduced into the country seven years ago, its brand being endorsed by Fido Dido, all over the world. Sharman Joshi has been signed on for a two year contract amounting to Rs. 5 crore, and it indeed would be fun to see how the combination of Raju Hirani and Sharman Joshi whip up new tales to popularize the brand. The reference seems to be as a brand that immediately brings the anger down, and ours being a country where tempers fly at the drop of a hat, the punch line of the brand is indeed going to appeal to the masses.
Selection of Sharman Joshi has been guided by the fact that he has calm, unruffled and extremely affable personality, that perfectly is in sync with the punch line of the campaign : Gussa hatao, Chill Machao' whatever it may mean. May be, it is the desi version of 'Just Chill', but it indeed is spreading lots of goodwill for Sharman Joshi that should translate into good career opportunities for him in future.