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the angry young man. As Amitabh turns a brand. When asked why he changed his
79 on October 11, he can look back on one mind about Pepsi Rs 24 crores and 16 years
of the longest histories in the film industry later, Bachchan had said: “This impression
and of course as a brand endorser. is on the mind of the people... So, I stopped
As a brand endorser, Amitabh’s deep endorsing Pepsi,” Bachchan said. “I tell this
and rich voice has always stood him in to my son Abhishek and to daughter-in-law
good stead. His voice and also his unique Aishwarya also... If you have to endorse
way of speaking has attracted many to a product then you have to conduct your
do an imitation of him. Amitabh’s early life in such a manner that it does not affect
endorsements were naturally relying on the others’ lives.”
handsome young man image like this ad for In recent times, film stars have given way
Bombay Dyeing. Of course his height has to sportstars in terms of popularity. And
been a differentiating factor for Amitabh. sports of course still means cricket when it
At 1.83 meters or a little over 6 feet, it is comes to India although in recent times, we
only his son Abhishek at 6’3” who perhaps have begun to show interest in other sports.
beats him. In the latest Duff and Phelps study of 2020,
Amitabh has endorsed a long list of brand Virat Kohli continued to be No 1, followed
during his career than include Maggi, by
Emami, Parker, Pepsi Pen, Lux Innerwear,
Dabur Chyawanprash, Dr Fixit, Cadbury,
Pepsi, Tata Sky, Kalyan Jeweller, Navratna
Oil, Gujarat Tourism, Mankind, Reid &
Taylor, JustDial, ICICI Prudential Life,
Flipkart, TVS Jupiter, Cadbury Dairy Milk,
Cycle Agarbatti, First Cry and the list goes
on and on.
What makes him the preferred choice
when it comes to advertisements is his Akshay Kumar at No 2 and Ranveer Singh
elegance, trustworthiness and mass appeal. at No 3.
Age has brought him even further appeal Virat Kohli had a brand value of US $
as a trustworthy spokesman for anything. 237.7. Amitabh Bachchan was No 9 in the
With time he has become not only an same study with a brand value of US $ 44.2
endorser but a VIP citizen of this country. million.
The reason why he is a common choice That is remarkable for Amitabh
for most social advertising from Polio to Bachchan to retain his place in the Top 10,
Swaach Bharat. considering he is 79 years old and India
In the last 10 years or so, Amitabh has also is largely enchanted with young stars. He
repositioned himself as an endorser with has proven to be most evergreen star and
integrity. The turning point was him giving celebrity in the country.
up the Pepsi endorsement, saying that I can’t help quoting Shakespeare with a
he wouldn’t like to endorse products that turn of his famous phrase from Anthony
could be harmful to the population at large. and Cleopatra: Age cannot wither him, nor
This has only increased his trust value as custom stale his infinite variety.
SENIORS TODAY | ISSUE #27 | SEPTEMBER 2021 23
