Page 22 - Seniorstoday September 21

Cover Story

Ever-shining

Star

In the last 10 years or so, Amitabh has also repositioned himself as an

endorser with integrity, writes Prabhakar Mundkur

Glamour was once defined as the magical that has been asked over the last few
or even unreal charm or beauty attached decades has been whether consumers
to a celebrity. In contrast, glamour has believe that film stars or celebrities actually
now become more popular and the star is uses the product they endorse. The answer
less on a pedestal than ever before. Stars to that question has always been that there
are accessible both on social media and is a willing suspension of disbelief about
traditional media and we have a constant celebrity endorsements.
peekaboo into their lives through the news. When Amitabh
Glamour no longer has the aura and the Bachchan debuted
mystery of yesteryears. in 1969 with Saat
Celebrities are good for business. And Hindustani, no
some celebrities got inextricably linked one would perhaps
with some brands. We have come a long have imagined
way since then. Earlier, endorsing brands that he would
and their advertising was an easy source soon become a
of income for celebrities. And an easy way superstar that held
to get attention and credibility for brands. first the Indian
In the early days of celebrity endorsement, film industry and
it didn’t really matter what product the later the entire country enthralled with his
celebrity was endorsing and if there was unique personality.
a natural fit between the celebrity and the But perhaps it was only in 1972 with
product. Zanjeer that he started developing a film
One of the nagging marketing questions personality as an action hero and later as

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