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The name’s Bond, Pan Bahar Bond – and social media goes on overdrive

James Bond has added another ‘cool’ accessory to his arsenal. Pan Bahar’s latest ad campaign featuring Pierce Brosnan has been the topic of conversation across social media throughout the day today. The ad has been trolled heavily on Twitter, with reactions ranging from amusement to incredulity to downright caustic.

Most were questioning the brand fit between Brosnan, the star of Bond films like ‘Golden Eye’, ‘Tomorrow Never Dies’, ‘Die Another Day’ and ‘The World Is Not Enough’, and the pan masala brand. There were some who wondered whether Brosnan even knew what the product actually was that he was endorsing. It may be recalled that the Advertising Standards Council of India (ASCI) slammed pan masala and tobacco ads that feature celebrities, calling them a violation of the self-regulation ad code.

Thus is not the first time that Pan Bahar has roped in a celebrity to endorse the brand. Pan Bahar earlier had Feroz and Fardeen Khan and Saif Ali Khan as its brand ambassadors. With this latest ad, conceptualised by DDB Mudra, the brand aims to up its game and position itself as the bond of all pan masalas.

Punning on the 007 Bond legend, the TVC has been shot in Austin, USA, and links the brand to the symbols of success like fast cars, VIP red carpets, macho men and stylish women. The TVC, shows Brosnan in his Bond avatar, only instead of using a gun to demolish the bad guys, he uses a box of his favourite Pan Bahar. After beating the goons to a pulp, ‘Bond’ Brosnan settles down, saying “Class never goes out of style”.

On his association with Pan Bahar, Pierce Brosnan said, “I am very excited to be chosen as the brand ambassador of a brand like Pan Bahar. Pan Bahar, like Bond, has stood the test of time and is a winner in its own right. It has got class. That’s something that never goes out of style.” 

The campaign has been launched across television, print and outdoor on October 7, 2016.

However, what has made the campaign’s release all the more interesting are the conversations around it in social media. It may not be the virality that the makers of this ad might have been hoping for, but Bond and Pan Bahar will be etched on people’s minds for a long time, after all you cannot ‘unsee’ what you will see in the TVC below:

  Click here to view the Ad:  https://youtu.be/VxqYzXCM21U

Commenting on bringing on board Brosnan for the brand campaign, Akhil Jain, CEO, Ashok & Co Pan Bahar, added here, “For us, the decision to bring Pierce Brosnan on board as Pan Bahar’s brand ambassador speaks volumes about our vision and ambition. His class, look, style, sophistication, facial expression and body language, etc., tells a lot about the mastery, maturity and perfection. He is like a master of various talent. Pan Bahar, a master blend, stands for class, success and sophistication, etc. Hence, we see our association with Brosnan as a natural fit.”

Sambit Mohanty, Creative Head, DDB Mudra North, added here, “We live in a world where Indians are globally successful thanks to their creativity, audacity and entrepreneurial attitude. That’s why, when it came to assigning a new brand ambassador for Pan Bahar, Pierce Brosnan was a great choice. He’s the quintessential Bond – an epitome of suavity, style and success – all the attributes that Pan Bahar symbolises. And as an international star, he epitomises ‘Pehchan Kamyabi Ki’ like nobody else.”

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