MAM

The OMG! brand associations of 2013

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MUMBAI: What’s common between Amitabh Bachchan, Katrina Kaif and Sachin Tendulkar? Well, apart from their popularity in their respective fields, they are also the most sought-after ambassadors for an entire sweep of brands ranging from FMCG, electronics, automobiles, housing, telecom, banking and what have you.

With most products and services opting to play safe and going with ‘tried and tested’ names as brand ambassadors, the list of favourites’ doesn’t quite end with these three names.

However, the flip side to this kind of predictability is that not only viewers can’t take it anymore but also one cannot connect the dots between the brand and its ambassador.

For example, while Deepika Padukone’s endorsement of Vogue Eyewear was palpable, when Bachchan Sr - who sells everything from hair oil to chocolates to banking services with as much panache – endorsed Maggi Noodles, it surprised many who thought him too old to flog a product catering mainly to children and youngsters.

However, with 2013 ticking to an end, indiantelevision.com decided to take stock of a select few brands which flew in the face of inevitability with their unlikely choice of ambassador. Here’s listing them...

Hugh Jackman for Micromax

This one could easily be the shocker of the year, with the Indian smart phone company getting the Hollywood actor of ‘Wolverine’ fame to sell its full HD screen device, Canvas Turbo. Are the Khans reading?

Sachin Tendulkar for Musafir.com

While the master blaster has been one of India’s most celebrated icons both on and off the field, after his retirement from active cricket not so long ago, there was a huge debate about whether ‘Brand Sachin’ would take a beating. Whatever the answer to that question, seeing him in a handlebar moustache, showing travellers ‘a new way to go ghoomne’ in an advertisement for a travel portal is certainly not what the audience expected.

Mary Kom for Vodafone

From the cute pug who follows his kid master everywhere to the equally lovable Zoo Zoos, celebrities are certainly not what one associates this telecom giant with. However, starting next year, Indian boxing champ and Olympic Bronze Medallist Mary Kom will feature in Vodafone’s new social media-led campaign ‘Vodafone Firsts’ to be activated across nearly 30 countries.

Abhi-Ash for Prestige

Abhishek Bachchan and Aishwarya Rai Bachchan were last seen in an advertisement for a bathing soap. While one can relate to the high-profile couple selling a lifestyle product, the latest commercial which sees them endorsing a kitchen appliance typically meant for the aam aadmi doesn’t strike a chord with viewers.Virat Kohli for Border Security Forces

It’s well known that after Sachin Tendulkar, Virat Kohli is the face of several ‘youth’ brands. But designating him brand ambassador of the Border Security Forces (BSF) is taking his popularity a bit too far. We can’t connect the dots... can you?

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