If a
dvertising is about persuasion, then the guru of persuasion is Bachchan, and no one understands it better than Cadbury. In 2004, when the worm controversy hit Cadbury, the company’s reputation was in the pits. It did a lot to convince people about its high quality and safety standards, but nothing seemed to work. It took a Bachchan to salvage the company. His magic worked yet again and people forgot all about the worms – after all “Amitabh ji kuch khaas hai.” Marketers at Pepsi must’ve been wishing for his magical presence to bale them out of the recent pesticide controversy. Actually, KBC really started Amitabh on his second innings. After KBC, people started viewing Amitabh as a very genuine person – a fatherly figure. They started believing every word he said
. The man did not betray his fans either. When Eveready approached him with a proposal to endorse their torchlight Jeevan Saathi, Amitabh refused the offer since the storyboard portrayed the product as a dowry item. When a little boy innocently asked him why he endorsed Pepsi when it was full of pesticides – Amitabh did not renew his contract with them. Instead, he lent his persona to help the ‘Pulse Polio Programme’, to save lives of millions of children. Rural or urban, if Amitabh says it’s important, then the message must be serious, right?
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
dvertising is about persuasion, then the guru of persuasion is Bachchan, and no one understands it better than Cadbury. In 2004, when the worm controversy hit Cadbury, the company’s reputation was in the pits. It did a lot to convince people about its high quality and safety standards, but nothing seemed to work. It took a Bachchan to salvage the company. His magic worked yet again and people forgot all about the worms – after all “Amitabh ji kuch khaas hai.” Marketers at Pepsi must’ve been wishing for his magical presence to bale them out of the recent pesticide controversy. Actually, KBC really started Amitabh on his second innings. After KBC, people started viewing Amitabh as a very genuine person – a fatherly figure. They started believing every word he said
. The man did not betray his fans either. When Eveready approached him with a proposal to endorse their torchlight Jeevan Saathi, Amitabh refused the offer since the storyboard portrayed the product as a dowry item. When a little boy innocently asked him why he endorsed Pepsi when it was full of pesticides – Amitabh did not renew his contract with them. Instead, he lent his persona to help the ‘Pulse Polio Programme’, to save lives of millions of children. Rural or urban, if Amitabh says it’s important, then the message must be serious, right?For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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