As Amitabh Bachchan, the legendary actor of Indian cinema, celebrated his 82nd birthday, his influence continues to transcend not only films but also the world of advertising. Known for timeless classics like Anand, Sholay, Mohabbatein, and more recent hits such as Pink, Brahmastra Part One: Shiva, and Kalki, Bachchan’s charisma has captured generations. Over the years, his status as the “Shahenshah of Brands” has remained unshaken, proving him to be the ultimate endorsement icon in India.
Bachchan’s influence has touched every aspect of Indian life, from cinema to television and brand advertising. His unmatched ability to appeal to diverse audiences has made him the top choice for various brands across multiple sectors. Ranked ninth on the Kroll Celebrity Brand Valuation Report 2023, with a brand value of USD 83.6 million, Bachchan continues to be a household name for generations, connecting deeply with fans and consumers alike.
The Journey of Brand Endorsements
Over the years, Amitabh Bachchan has been the face of numerous brands across different industries, from FMCG to healthcare, automobiles to technology. His association with brands is not just a commercial collaboration but a testament to his trustworthiness, professionalism, and timeless appeal. Marketing Mind has curated a list of some of the iconic brands associated with Bachchan, showcasing the wide variety of industries he has been a part of:
- GSK (GlaxoSmithKline): Bachchan was featured in a campaign promoting shingles awareness alongside actor Manoj Pahwa. Released across digital platforms and television, the campaign highlighted the increased susceptibility to shingles among individuals with diabetes, connecting with audiences through informative storytelling.
- Maaza: In 2022, Bachchan starred in Coca-Cola India’s Maaza campaign titled Dildaar Bana De, playing a grumpy neighbor who softens after being offered a Maaza drink. The TVC was a hit, resonating with audiences across TV and digital platforms.
- Cadbury Dairy Milk: Bachchan’s association with Cadbury began in 2004 and continues to this day. One of the most memorable ads featured Bachchan in a shopkeeper’s role, celebrating the success of a young man passing his 12th-grade exams, capturing the joyous essence of everyday life.
- Kalyan Jewellers: Bachchan has been the brand ambassador for Kalyan Jewellers for over a decade, frequently appearing in family-centric campaigns, often alongside his wife, Jaya Bachchan, adding a touch of warmth and authenticity to the brand.
- Navratna Oil: Bachchan’s collaboration with Navratna Oil, part of Emami India, saw him play a humorous yet impactful role, promoting the stress-relieving qualities of the product, further enhancing his connection with everyday consumers.
- Tanishq: In an iconic ad for Tanishq, Bachchan and Jaya Bachchan shared a light-hearted moment where he picks a Diwali gift for her, only to find out she’s already chosen the same one, charming audiences with their natural chemistry.
- Bikaji Foods International: In a 2019 campaign, Bachchan humorously highlighted his preference for Indian snacks while flying abroad, subtly promoting Bikaji Foods’ range of ethnic snacks.
- Reid & Taylor: Bachchan was once the face of the luxury clothing brand Reid & Taylor, embodying the brand’s sophistication and elegance in several memorable advertisements.
- TVS Jupiter: As the brand philosophy evangelist for TVS Jupiter, Bachchan endorsed the scooter during festive seasons in campaigns directed by Shoojit Sircar, reinforcing the scooter’s value proposition with his trusted presence.
- Boroplus: In an ad for Boroplus, Bachchan humorously deflects Kangana Ranaut’s request to mimic famous film dialogues, emphasizing the cream’s versatility and strength in a light-hearted yet memorable way.
- Cycle Pure Agarbathies: In 2015, Bachchan became the face of Cycle Pure Agarbathies, symbolizing the purity of prayer and deep emotional connection with his late mother, adding a spiritual touch to the brand.
- Mankind Pharma: Mankind Pharma enlisted Bachchan to advocate for accessible and affordable healthcare, cementing his image as a figure of trust and empathy, particularly in the context of health-related concerns.
- Samsonite: Bachchan’s endorsement of Samsonite reflected resilience and durability, with his powerful voice narrating how life’s challenges mirror the ups and downs a suitcase experiences, delivering a message of strength and perseverance.
- MediBuddy: In 2022, Bachchan became the brand ambassador for MediBuddy, a digital healthcare platform. In one of its campaigns, he introduced a couple to the convenience of online healthcare, highlighting how MediBuddy can assist with finding doctors effortlessly.
A Trusted Face Across Industries
With his diverse portfolio of endorsements, from beverages to healthcare, Amitabh Bachchan’s endorsement odyssey reflects his continued relevance and unparalleled influence. His deep voice, commanding presence, and iconic persona make him the perfect fit for brands looking to create lasting impressions. Whether it’s promoting healthcare or indulging in the joy of everyday Indian life, Bachchan continues to be a powerful and trusted face in the advertising world.
As he turns 82, his legacy as not only the Shahenshah of Bollywood but also the Shahenshah of brands remains unquestioned, with no signs of slowing down.
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