A run-in with Abhishek Bachchan: “I always use the brand that I endorse”
Abhishek Bachchan belongs as much to the small screen as he does to the big screen. His is the face that marketers are increasingly banking on to connect with the youth TG. In a brief run-in with e4m, he says he has a responsibility to take the brand he represents to newer heights.
He is tall, dark and handsome; he is Bollywood's current heartthrob. Abhishek Bachchan is very much in the news with the recent release of the much talked about ‘Umrao Jaan’. He has been linked to arguably the most beautiful woman in the country, his co-star in the movie, Aishwarya Rai.
So why are we talking about a filmstar? Because Abhishek belongs as much to the small screen as he does to the big screen. He endorses a lot of brands across different categories. He is the face that marketers are increasingly banking on to connect their brand with the youth TG of this country.
Abhishek’s endorsement list is a pretty impressive one: LG Intello, Omega watches, Ford Fiesta, Motorola SLVR cell phone; Big FM 92.7 and American Express Platinum card. He is said to charge a cool Rs 4 crore per endorsement!
We caught up with Abhishek recently when he launched the American Express Platinum card. “I love endorsing brands. I see brand endorsements as a side career. But these days I am really busy with my film shooting. Touchwood, ‘Umrao Jaan’ is doing pretty well.”
Does he have a philosophy in selecting brands that he endorses? Abhishek was prompt in his response: “Let me assure you that I always use the products that I endorse. I feel that I have a responsibility to take the brand I represent to newer heights. My first watch was a Snoopy when I was a four-year-old, something I’d rather not talk about. I gifted an Omega watch to my mom some time ago.”
So, how does he go about it? He believes that his association with BIG 92.7 FM will give him a chance to connect directly with Indian audiences. “I listen to this radio station when I am in the car and when I am relaxing. I wear an Omega watch. I drive a Ford Fiesta as I think it is the most comfortable, roomy car to drive in. MotoRazr is the handset I carry as I find it to be the sleekest, sexiest style statement with a cellphone. I find LG understands the Indian consumers’ needs for product excellence and innovation.”
He added, “I am proud to be the first member of the American Platinum Card. I love dinning and shopping, and it fits well with my personality.”
But Bachchan Jr is nowhere close to his father, Big B, who endorses more products than you can think of, but that is not stopping him from signing endorsements worth crores of rupees.
Want to know why he “connects” so well with the TG? Well, Abhishek floored this correspondent in between the short tete-a-tete. “Hang on, aren’t you the girl with that unique left-handed writing style just like mine?” Jeez, is he a Bollywood celebrity or the guy next door? Let me clue you in: at a previous press conference a couple of months ago, I had met him at a similar press conference, and he had then remarked at my unusual writing style when a few of us correspondents met him at the end of the event for more bytes. And he remembered! Talk about “connect” and being a heartthrob!
