AB, SRK, Ash...Now selling phoren goods!
- filmfare.com
Oh, East is East and West is West, and never the twain shall meet, till Earth and Sky stand presently at God's great Judgement Seat;… That’s from Rudyard Kipling’s ‘Ballad of East and West’. But does the same hold true even today? We find that West is coming eastwards and East is going westwards. God has probably shifted the position of His Judgment Seat, after all. The greatest proofs of these directional changes can perhaps be seen – not with the changing tides – but with the ever-increasing numbers of international products thronging the Indian markets. And, more often than not, these global bigwigs choose our filmi heroes to represent their brands.
The trend of Indian faces to represent or front international merchandise can be traced back to the advent of the cola brands in India . Initially, we had the likes of Aamir Khan and Aishwarya Rai pep it up for ‘Pepsi’. But we now find that their dil is not asking for more - not any more. Instead, they’re chilling with the thanda Coca Cola. And, as a PS, Ash is chilling with Vivek, too (who also happens to be the brand ambassador for Coke). While the trio continues to define the matlab of thanda , there’s a group of actors – Amitabh Bachchan, Shah Rukh Khan, Saif Ali Khan, Fardeen Khan, Preity Zinta and Kareena Kapoor – who prefer to quench their badi pyaas with Pepsi.
One would’ve thought such Indian representation to be temporary. But the fizz refuses to fizzle out. The rise in popularity of Indian cinema the world over (courtesy star-struck NRIs) has caused Hindi film actors to be the ideal ambassadors for certain foreign brands that include our Bharat mahaan in their distribution and marketing strategies.
After dark and fizzy colas, it’s beauty products that stormed the Indian bazaars . Our bevy of girls – like Aishwarya Rai, Sushmita Sen and Diana Hayden – made their mark on the global pulpit when they won their Miss World and Universe titles and they, today, are considered to be the epitome of beauty. Aishwarya and Diana were signed on to represent the hair colour brand L’Oreal. Modelling for L’Oreal Paris, Ash stood on the same platform as Hollywood actresses Andie MacDowell and Milla Jovovich. The Indian actress was made L’Oreal’s brand ambassadress for their skin care, cosmetics and hair colour products. Once designated, Ash is heard to have said: “I’m delighted to be associated with L’Oreal. The brand’s tag line ‘Because you’re worth it’ has always been very close to my heart.” The foreign company stated that Aishwarya truly personified the L’Oreal woman with her beauty, sophistication, charm, modernity and self-esteem.
And it was probably these characteristics that bagged her yet another endorsement – that for Longines watches. The beautiful actress who is currently being flooded with several Hollywood offers has always been of the opinion that "I am not going to Hollywood . Hollywood is coming to us ...!" And Indian stars sanctioning foreign goods is probably just the beginning of this trend.
While Rai represents the feminine side of the elite and the elegant, it is Shah Rukh who is considered to be every advertiser’s dream hero. From representing youthful, bubbly, energetic brands such as Santro and Pepsi, the actor has the immense character to even fit into the smart, suave, sophisticated, matured persona donning a Tag Heuer watch. Twinkle Khanna, too, was a perfect choice when she was made brand ambassadress of the international range of Movado timepieces.
The intercontinental advertising baggage being shouldered by our famous personalities has come a long way now. So much so that Amitabh Bachchan has replaced Pierce Brosnan in the Reid & Taylor brand of apparel. Talking about ‘baggage’, the latest talks doing the rounds is that Amisha Patel and Dino Morea are being considered to pose for Louis Vuitton - a classy luggage brand that J-Lo endorses. “They’ve approached me. But nothing has been finalised as yet. We’re still negotiating,” says Dino. Ask him whether it’s a person that makes a brand or whether brands make a person and he describes it as a two-way phenomenon. “The actor helps carry off a brand. They are role models and help create awareness of the products they endorse. On the other hand, a good brand adds to the value of a star and gives him that extra publicity platform where he gets tremendous exposure.”
With worldwide advertisers and marketing bigwigs signing on Indian film actors to back their products, spirits are flying high. And Perizaad Zorabian won’t mind toasting to this with Absolut vodka – a brand she helps market. Let’s hope that our movie personalities continue to ink their signatures on international documents (Amitabh makes sure he does that only with a Parker pen!) and become global ambassadors for brands that rule the world at large.
West has met East at last. And this phenomenon is best described in the concluding lines by Rudyard Kipling:
…But there is neither East nor West, Border, nor Breed, nor Birth, When two strong men stand face to face, tho' they come from the ends of the earth!
