News: 'Big B' is the lord of endorsements
(IANS 14/10/2006) New Delhi - Many see Amitabh Bachchan as a materialistic and overexposed actor who is not ready to sit on his laurels but works relentlessly to build a larger-than-life media image never seen or heard before in Bollywood.
The actor, who rules both the small and the silver screens, has entrenched himself so deeply in the endorsement arena that he is giving the King Khans a run for their money.
According to media reports, Amitabh's take home last year was around Rs.190 million ($4 million), which is far more than mega star Shah Rukh Khan's who took home Rs.130 million (nearly $3 million). Khan's earnings include his endorsement deals for Pepsi, Hyundai Santro and Lux.
What really sets Amitabh apart from other ageing big stars is while most have faded into oblivion or been reduced to doing father or uncle roles, Big B rules the roost even at 64.
The small screen played an important role in giving him a new lease of life. After a rough patch in the 90s, he barged into Indian homes with one of the most popular quiz shows of Indian television "Kaun Banega Crorepati" (KBC) and the famous BPL ad. Post-KBC there was no looking back for him.
"We want to reinforce his image of being a global brand and also as the most saleable face of India. He has about a dozen endorsement offers," Sunil Doshi, CEO, Alliance Media and Entertainment, the company that manages Amitabh's endorsements, was quoted as saying when the second season of KBC set rolling.
It won't be an exaggeration to say that Doshi has surpassed his own expectations with Amitabh becoming one of the most commonly seen faces on the small screen.
Amitabh is endorsing everything - from pens to cars to hair oils to chocolates. His reach can be estimated from the fact that he was signed as a brand ambassador for Reid and Taylor. Earlier, Hollywood actor Pierce Brosnan endorsed the product.
"Amitabh Bachchan is an icon with universal appeal and has helped us reach out to the real 'Bharat'. While it is too early to quantify the results of our new campaign, our business associates are extremely excited about Mr. Bachchan's association with Reid and Taylor.
"In fact, agents and retailers have told us that customers have started asking about the 'Amitabh wali suiting'," Tarun Joshi, of Reid and Taylor, told media when Amitabh was roped in.
An All-India 2005 Celebrity Track Survey conducted by Hansa Research amongst respondents aged 15-50 years ranked Amitabh at the top. Big B also topped a celebrity likeness poll for two consecutive years - 2003 and 2004.
The actor, who rules both the small and the silver screens, has entrenched himself so deeply in the endorsement arena that he is giving the King Khans a run for their money.
According to media reports, Amitabh's take home last year was around Rs.190 million ($4 million), which is far more than mega star Shah Rukh Khan's who took home Rs.130 million (nearly $3 million). Khan's earnings include his endorsement deals for Pepsi, Hyundai Santro and Lux.
What really sets Amitabh apart from other ageing big stars is while most have faded into oblivion or been reduced to doing father or uncle roles, Big B rules the roost even at 64.
The small screen played an important role in giving him a new lease of life. After a rough patch in the 90s, he barged into Indian homes with one of the most popular quiz shows of Indian television "Kaun Banega Crorepati" (KBC) and the famous BPL ad. Post-KBC there was no looking back for him.
"We want to reinforce his image of being a global brand and also as the most saleable face of India. He has about a dozen endorsement offers," Sunil Doshi, CEO, Alliance Media and Entertainment, the company that manages Amitabh's endorsements, was quoted as saying when the second season of KBC set rolling.
It won't be an exaggeration to say that Doshi has surpassed his own expectations with Amitabh becoming one of the most commonly seen faces on the small screen.
Amitabh is endorsing everything - from pens to cars to hair oils to chocolates. His reach can be estimated from the fact that he was signed as a brand ambassador for Reid and Taylor. Earlier, Hollywood actor Pierce Brosnan endorsed the product.
"Amitabh Bachchan is an icon with universal appeal and has helped us reach out to the real 'Bharat'. While it is too early to quantify the results of our new campaign, our business associates are extremely excited about Mr. Bachchan's association with Reid and Taylor.
"In fact, agents and retailers have told us that customers have started asking about the 'Amitabh wali suiting'," Tarun Joshi, of Reid and Taylor, told media when Amitabh was roped in.
An All-India 2005 Celebrity Track Survey conducted by Hansa Research amongst respondents aged 15-50 years ranked Amitabh at the top. Big B also topped a celebrity likeness poll for two consecutive years - 2003 and 2004.
posted by InCar Group Press Room at 11:22
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