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Last week, Aamir made up for lost time, with a PR Blitz that would make Paris Hilton look like an amateur. His two-year-in-the-making magnum opus, ‘The Rising’, released in theatres across the country (after showing in Locarno) on a three day weekend; Toyota announced Aamir’s appointment as the brand ambassador of one of their cars; and the page 3 press and TV released the Aamir’s-son-out-of-wedlock story simultaneously. We’re not a film magazine, not (quite) a tabloid; so we focus, in this issue, on Aamir — the brand ambassador. deepti khanna bose
Celebrities have a humungous potential to mold the 'kismats' of the brands they endorse, and of late, an increasing number of brands worth their salt (and quite a few which aren't) have been signing on celebrities at an alarming rate. The most recent one to jump onto the celebrity-endorsed bandwagon is Toyota Kirloskar Motor (TKM) Pvt. Ltd. On August 17, the company announced the sale of 18,000 units of the Innova in less than six months of the car's launch. The day also saw TKM drive in their brand ambassador: the admirable Aamir Khan in a flurry of excited screeching.
Speaking on the occasion, Atsushi Toyoshima, Managing Director, TKM, said, "As an actor, Aamir Khan stands for all the core values of the Innova brand; he is a perfectionist; who innovates while enacting roles, exhibits versatility and is a wonderful performer." Then, he went on to confess that he'd brought DVDs of a few of the actor's movies for him to autograph. He also elaborated on Khan as an actor, who breaks stereo-typical moulds and constantly creates new roles for himself. Simultaneously, he drew a comparison between the actor and Toyota’s Innova, which has attracted both the Multi Purpose Vehicle (MPV) and passenger car customers into its fold.
Commenting on the phenomenal success of the Innova was K. K. Swami, Deputy MD, TKM, "This car is a category creator in India, as it addresses the contrasting needs of customers today, offering space with style; sophistication with reliability; and elegance with sturdiness all in one car. As a result, you get sedan like comfort in MPV like utility. It completely challenges the concept of the premium car."
When Vikram S. Kirloskar, Vice Chairman, TKM, was asked why they were introducing a brand ambassador now and not at the time of the launch stage of the car, he said, "I think celebrity endorsements work best when the celebrity is not launching the brand. It is only when the product has already established a strong identity and USP for itself, that a celebrity can come in and give the brand an added fillip and generate some more interest value. But at the same time, the celebrity presence has to be contextual with the brand. They must compliment each other."
The pre-launch campaign for the Toyota Innova had the tag-line 'Shape your desires' and the launch campaign sported 'All you desire'. The forthcoming (post-launch) campaign is going to be all about adopting a 'New and trendy lifestyle', which is what they have chosen Khan to personify.
To read the entire article, buy a copy of Impact Advertising and Marketing magazine dated August 22-28