We thought we could provoke our Wizard with Words to give a controversial response. No such luck. Here’s Dr Bhaskar Das in the July 20 edition of Das ka Dum. Read on…
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Q. What’s your view on Amitabh Bachchan on signing on just about any brand/service that wants him?
A. I think the question is unkind to Big B. We know which brand he endorses. But do we have visibility of how many offers for endorsement he rejects? Secondly, Big B is a cult brand himself and organisations feel that an endorsement from him would add gravitas and higher salience to their brand. Big B isn’t forcing any organisation to offer him endorsement as a favour or as a pro bono gesture. And if one goes by the theory of demand-supply as an important variable for pricing a product, I would like to imagine that Big B’s endorsement would not come cheap.
Brand-owners aren’t irrational enough to invest in any promo tools that don’t justify their ROI. So it must be win-win for both the sides.
All said, one has to admit that Big B’s aura, even after more than five decades of dominant presence in the film industry, is exemplary and he is an epitome of smart work, commitment, discipline and passion. Brands wants to get rub-off from that halo. One blame him for that! He is the Roger Federer or should it be Carlos Alcaraz of the tennis world. The only difference is that even they fade at some point of time , but Amitabh Bachchan as a phenomenon is still shining bright.