The Hindu Business Line : Brands build brands

SOME of the most enduring brands are people. Mahatma Gandhi will always symbolise truth and the power of non-violence. True, brands need to be constantly refurbished. As this has not been done for poor Bapu, today's generation might not view him as a power brand at all.

Mother Teresa will always stand for compassion. When sainthood is conferred, the brand will grow even stronger. It has always been an aspirational brand. Every potential Miss World would want to be Mother Teresa. Till she is crowned Miss World.

Madonna was once described as a brand that has constantly re-invented itself. First the singer. Then the sexy image. This was followed by an effort that saw her appealing to schoolchildren. Whatever the makeover, it kept the brand alive in the minds of its audience.

Today, when brand ambassadors are the flavour of the season, it really helps when the ambassador is a mega brand himself or herself. Sure, there are the downsides. Michael Jackson was a mega brand and Pepsi used his name and image to reach out to its young audience. The moment his image was besmirched with strong allegations, Pepsi saw it fit to drop him like a hot potato.

Homegrown brands

In India, film stars have long endorsed products. Lux soap has had an ongoing campaign that used film stars to sell the beauty proposition. Colas have used the muscles and beauty of many film stars like Hrithik, Salman, Akshay and Aiswarya, to name a few.

Yet this is simple celebrity endorsement. There have not been too many instances of the endorser becoming a brand himself. Even Aamir Khan, who has been the pivot around which the Thanda matlab Coca-Cola campaign revolves, has reached cult status, but not, in my opinion, mega brand status. Similarly, Shah Rukh Khan, with his endorsement of wristwatches, Santros, and white goods, to mention a few.

Sachin Tendulkar has been endorsing a wide range of products. The magazines and TV channels are full of Sachin as he smiles for a TVS Victor or a Visa card or the scores of other products he endorses. He is very close to being a big brand.

And then there is the one individual, towering above the rest, aging superbly like the finest wine and gaining in popularity as time goes by. The power brand is Amitabh Bachchan.

The Big B is now the Big Brand. Why do I say this? Well, this gentleman is no ordinary celebrity endorser or brand ambassador. He is a brand, as big or in fact, in some cases, bigger, than the brands he endorses. And his endorsement is not sought out to raise awareness levels as is the case with other celebrity endorsers. He can actually infuse confidence, raise credibility levels and bring about a change in the fortunes of the brand. And that is saying a lot.

Let's take a look at Amitabh the brand first. Zanjeer positioned him as the angry young man. He says that is what the public wanted at that time. They were restless and angry and wanted to share his anger. It made him a big film star.

Yet, he never hesitated to clown around or dance around trees. This in a way gave him tremendous range. Then came his foray into politics and his misadventure into the corporate world. Both ended somewhat disastrously. Yet, the public seemed to view this vulnerability as something very human. He was no longer the angry young man who could thrash twelve villains at the same time. He was like you and me. He too could fail at things. The brand was very human. Then came Kaun Banega Crorepati, and his rich baritone, his self-deprecating humility and his charming good looks made Star TV and himself crorepatis.

The Big Brand had arrived. At this stage, he seems unstoppable. People love his wry humour in the Parker film advertisement. They love the Bond-like look in Reid and Taylor. They love the very earthy good sense he makes for ICICI. They are taking his word in the Nerolac campaign. They are lapping it up.

And now, he is going to bring Cadbury back from the maggots and insects that seemed to love it as much as all of us, and reassure us that Cadbury has in fact changed the packaging, and with its good production practices is very safe to eat. A tall order. Chocolates are predominantly perceived as something children love. Of course, adults love it too. Yet, the thought of gifting something with insects crawling around, to someone special makes the senses quail.

I have no doubt about Cadbury's production and packaging. I grew up eating Cadbury's chocolates and have lived to tell the tale. The state of my almost perfect 32 could be an endorsement for Cadbury's.

We need to reassure that all is well, though. And that is what the deep voice and magnetic personality of the Big B will attempt to do. The creative execution will be watched closely. Yet, I tend to agree with Mr Bachchan when he said his image had been moulded by what the public needs.

In today's scam-tainted world, what is more important than reassurance? And that is what the Big B is providing today.

(The author heads Canco Advertising.)

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