abhishreshthaa
Abhijeet S
“Amitabh Bachchan”, the case on India’s acting superstar profiles him and his role as a celebrity endorser. As against a single endorsement in his first three decades of acting career, he ended up signing up more than a dozen deals in a short period of four years.
This was triggered by the popularity of a television programme anchored by him, Kaun Banega Crorepati (KBC). Though he was quite popular even before KBC, the game show added several notches to his fame and catapulted him to the top league of Indian celebrity endorsers.
Across a wide range of product categories, marketers leveraged his persona. The case highlights his magnetic appeal to advertisers, and their reflections on his contributions to the brands he endorsed.
This was triggered by the popularity of a television programme anchored by him, Kaun Banega Crorepati (KBC). Though he was quite popular even before KBC, the game show added several notches to his fame and catapulted him to the top league of Indian celebrity endorsers.
Across a wide range of product categories, marketers leveraged his persona. The case highlights his magnetic appeal to advertisers, and their reflections on his contributions to the brands he endorsed.