Brand Ambassadors and the Khans
Brands in India have traditionally relied on popular faces - Bollywood actors and cricketers for connecting with their audiences.
However, they probably had never faced such severe criticism for the actions of their brand ambassadors.
The recent backlash that e-tailer Snapdeal faced because of the comments on 'intolerance' made by its brand ambassador and actor Aamir Khan in his personal capacity has definitely left many wondering --Is this backlash a heads up for a new trend on the way brands connect with their consumers?
Khan was criticized for shaming the country in a public forum and was looked upon as a traitor, who did not value the love and honour that supposedly given by the country. So anything and everything that was associated with him became a taboo.
Snapdeal distanced itself from the actor and later clarified, "Snapdeal is neither connected nor plays a role in comments made by Aamir Khan in his personal capacity.
But this does not mark the end of the love affair between brands and brand ambassadors.
Bollywood's bhai, Salman Khan probably ended up with a larger fan base than ever, with brands still lining up to sign him as their brand ambassador following his conviction in the decade long hit-and-run case. Nobody dumped him when he still has cases pending in the court.
Shahrukh Khan too faced flak sometime back when he too commented on the growing intolerance in the country. Nevertheless, the brands associated with him were not adversely impacted by the comments, which were later clarified by the actor on social media.
Saif Ali Khan continue to endorse brands- Olympic Gold Quest (OGQ), Siyarams, Amul Macho, Sansui, Santoor soap, Asian Paints and also Lays Wafers inspite of being in controversies like assaulting a photographer, poaching blackbucks, illegal buying of a high end car.
However, to say that the marriage between brands and brand ambassadors has come to an end would be a gross misrepresentation of the facts. This is definitely one-off cases. And unless, consumers in India mature and realize that the brands are separate from the endorser's identity, we will continue to see the Khans rule our idiot box as well!
Brands in India have traditionally relied on popular faces - Bollywood actors and cricketers for connecting with their audiences.
However, they probably had never faced such severe criticism for the actions of their brand ambassadors.
The recent backlash that e-tailer Snapdeal faced because of the comments on 'intolerance' made by its brand ambassador and actor Aamir Khan in his personal capacity has definitely left many wondering --Is this backlash a heads up for a new trend on the way brands connect with their consumers?
Khan was criticized for shaming the country in a public forum and was looked upon as a traitor, who did not value the love and honour that supposedly given by the country. So anything and everything that was associated with him became a taboo.
Snapdeal distanced itself from the actor and later clarified, "Snapdeal is neither connected nor plays a role in comments made by Aamir Khan in his personal capacity.
But this does not mark the end of the love affair between brands and brand ambassadors.
Bollywood's bhai, Salman Khan probably ended up with a larger fan base than ever, with brands still lining up to sign him as their brand ambassador following his conviction in the decade long hit-and-run case. Nobody dumped him when he still has cases pending in the court.
Shahrukh Khan too faced flak sometime back when he too commented on the growing intolerance in the country. Nevertheless, the brands associated with him were not adversely impacted by the comments, which were later clarified by the actor on social media.
Saif Ali Khan continue to endorse brands- Olympic Gold Quest (OGQ), Siyarams, Amul Macho, Sansui, Santoor soap, Asian Paints and also Lays Wafers inspite of being in controversies like assaulting a photographer, poaching blackbucks, illegal buying of a high end car.
However, to say that the marriage between brands and brand ambassadors has come to an end would be a gross misrepresentation of the facts. This is definitely one-off cases. And unless, consumers in India mature and realize that the brands are separate from the endorser's identity, we will continue to see the Khans rule our idiot box as well!