AgVoice | Celebrating 100 years

That's right. We are on the 100th year of the Indian Cinema. And it is as much a reason to celebrate for you as it is for me or anyone who has grown up watching Indian movies. The charisma of Bollywood has had a spell on Indian life, Indian consumers and Indian professions. Right from the Rikshawalla to the Chief Creative Officer of a leading advertising agency, everyone in India is a patron of the 3-hour fantasy called Bollywood Movie.

"It gives me immense pleasure to be associated with the most iconic biscuit company of India, Parle Products. From the last 70 years, we all have grown up eating Parle's biscuits and it has always been the most loved brand in the country amongst all age groups," confirmed the 70-year-old Indian superstar, Amitabh Bachchan.

"I'm delighted to be the face of Frooti, the mango drink that the entire nation has always been fond of. There's hardly a brand that conjures up so much joy, so much desire and so much magic around it, like Frooti does. I feel really good about this association and I hope you enjoy watching the ad as much as I enjoyed being a part of it," says Shah Rukh Khan.

"I am a strong believer in the goodness of nature for my daily hair care routine. I have personally experienced the benefits of making a switch to naturals and hence I am endorsing it," Priyanka Chopra says on endorsing a new range of natural hair care products by Vatika, from the House of Dabur.

The list of stars swearing on the goodness of brands is endless..

Whoever endorses any brand has a new story to justify their association with that particular product or brand. How far consumer should trust them as a brand ambassador?

In the year 1941, Leela Chitnis became the first Indian actress to endorse Lux soap. Almost 72 years ago. It all started there.

Do we need Bollywood stars? Can creatively rich ideas substitute the frivolous glitz these stars bring to the brand? Amitabh Bachchan, the undisputed ‘Shehenshah’ of hindi cinema, in his 70’s invests all his vigour in promoting Maggi, while articles on the Maggi's adverse affects on health have been doing rounds for long. But people believe what they are made to believe. It’s been rightly said, “Seeing is believing” because we are all living in the advertising age.

Bollywood impacts Indian life. People in India live with it. Whether it’s Salman Khan’s sunglasses or Amir khan’s hairstyle, there is no dearth of people going gaga over them…..

Bollywood has always made legends. So much so that the mere presence of a star calls for the Houseful board.  The storywriter weaves the script around the actor. We never realized when this trend has taken over the world of advertising as well. The brand ambassador is decided first and the script follows. That’s how brands endorse star power.

Do we really need Brand Ambassadors?

Veterans like Balki, Prasoon Joshi have started treading the same path.No wonder, after all, the silver screen is bigger than the idiot box.

There is a concept of advance booking for movies but ads used to bang into our drawing room, without a trailor. But recently Aamir Khan endorsed Godrej has given a new face to new age advertising turning it into a short film like a 30/30 seconder?

Without a shred of doubt, Bollywood rules the advertising world. Kyun ki paisa, paise se banta hain aur brand, brand ambassador se bikta hain. I would be not surprised if I had to rewrite this again after 200 years of celebrating Indian Cinema. | By Satyen Parab

About the writer:

Satyen Parab, has worked as assistant director in Indian movies. He has worked as writer, director and actor in Performing Arts. Currently he is Creative Director (ART) at Scarecrow Communications Ltd.