Looks like things are taking a new turn in the advertising world. A lot of ads are taking the celeb-free route — they no longer need famous faces to sell their products or services, nor do they have the patience to put up with celeb tantrums or pay them the big bucks.
In a relatively new trend, owners, managing directors and heads of huge companies are being spotted modelling for their own brands and becoming quite popular.
Take for instance the Trivago ad guy, Abhinav Kumar, who became an Internet sensation with his lines, “Kya aapne kabhi online hotel search kiya hai (Have you ever searched for a hotel online)?” Talking about how the ad came to be, Abhinav says, “Normally, we choose models from the local market. But here in India, male models are all body builders and we are not endorsing a protein shake! We wanted a normal-looking person who the audience could connect with. When we failed to find a suitable person, I was asked whether I wanted to do it.” Soon after the ad was aired, memes on Abhinav were all over the Internet. However, it wasn’t a lost cause. Abhinav, who is the Country Manager of Trivago, got what his brand wanted — the viewers’ attention! “It made many heads turn and people said I wasn’t good-looking. But at the end, it worked,” he says.
Another person who endorsed his own brand is Dr Kiran Kumar, the Chairman and Managing Director of Lalithaa Jewellery, which was recently launched in Hyderabad. “Celebrities only offer a physical and glamorous appeal rather than creating the brand’s strength and quality or giving it a personal touch. I believe in giving a commitment from the bottom of my heart. I also believe in educating customers through booklets. This creates confidence among them and changes the way jewellery is bought at the lowest prices,” says Dr Kumar.
Next in the game-changing line is Sashi Nahata, whose face is imprinted on many hoardings and bus stands in the city to promote her Akritti Elite Exhibitions. “Who says people who are fat are not good-looking? Why should we not model?” questions Sashi, adding, “I wanted to prove people wrong. I wanted to portray a traditional Indian woman. Though people have said many things, they are appreciating my efforts now.” She is also quick to point out that she is a known face in Hyderabad, which is why the idea worked so well for her brand. Sashi proudly exclaims, “I want to be my own brand ambassador!”
Rajeev Reddy’s signature thumbs up has become synonymous with his brand
In the world of health products too, Patanjali Ayurved’s founders Baba Ramdev and Acharya Balkrishna promote their products themselves on posters as well as video advertisements — and the brand is banking the big moolah!
Hoardings of Akritti Elite Exhibitions line the city with the photograph of Sashi Nahata
Ditching the celebs
With the likes of Priyanka Chopra, Deepika Padukone, Shah Rukh Khan, etc. endorsing endless number of brands, experts say the audience finds it difficult to identify them with just one brand. Just one — but extremely important — of the reasons for brands staying away from celebs!
“We never cast celebrities as they endorse so many brands and the viewers won’t remember if the person is promoting a television or a car. The celebrity becomes more important than the product. We like to cast real people,” explains Abhinav.
Throwing some light on the matter, Piyush Pandey, Co-executive Chairman and National Creative director of Ogilvy & Mather India and Vice-chairman of O&M Asia-Pacific, says, “It all depends on whether you’re in a position to do such things.
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I think, before advertising agencies launch these owners and heads as the brand ambassadors, they need to do some research as to what will make them relatable to the buying public because it’s very difficult to make a regular face television and hoarding-friendly. Baba Ramdev is taking complete advantage of his following. With his face up on all his products, he is selling the brand to mainly his followers.
— Prahlad Kakkar, ad film director
business baba: Baba Ramdev himself is seen in most of Patanjali Ayurved’s advertisements
Question yourself — if you’re capable enough or you could end up looking funny. For instance, MDH Masala’s ad is traditional and it suited the owner well. But that may not suit the others.”
Another city dweller, who is the face of his own brand is Rajeev Reddy, whose signature thumbs up reminds Hyderabadis of the Country Club.
According to Rajeev, modelling for the club was purely a result of his passion for the brand.
“I always believed in being the change we need to see in the world... Being the brand ambassador of my own brand comes naturally to me. Which is why I was the first Country Club member to jump out of a plane at 13,000 feet, the first to swim with sharks in the deep sea, the first to spar with an Olympic boxer.
“I do all this to inspire my fellow members, to urge them to live their lives to the fullest. Life is fun only when you challenge it. I live to challenge life every day,” says Rajeev, who is the Founding Chairman & Managing Director of the Country Club (I) Ltd.
Sneha Iype Varma, co-founder of Nirvana Films, which gave us the famed ZooZoo characters for Vodafone as well as the good old classic pug from the Hutch days, among many other names, shares, “For any person to be the face of his or her brand is quite a bold move. It could be one of two things — either extreme confidence in what you stand for and in yourself, or the innate need for a fix when you see your face plastered everywhere. Whichever way, it’s like being placed on a pedestal and on the crucifix all at once.
“As a consumer, it’s good to know who sells you what you chose to buy. There is authenticity and a first-person claim that helps in some cases.”
Question yourself — if you’re capable enough or you could end up looking funny. For instance, MDH Masala’s ad is traditional and it suited the owner well. But that may not suit the others.”
Another city dweller, who is the face of his own brand is Rajeev Reddy, whose signature thumbs up reminds Hyderabadis of the Country Club. According to Rajeev, modelling for the club was purely a result of his passion for the brand.
“I always believed in being the change we need to see in the world... Being the brand ambassador of my own brand comes naturally to me. Which is why I was the first Country Club member to jump out of a plane at 13,000 feet, the first to swim with sharks in the deep sea, the first to spar with an Olympic boxer.
“I do all this to inspire my fellow members, to urge them to live their lives to the fullest. Life is fun only when you challenge it. I live to challenge life every day,” says Rajeev, who is the Founding Chairman & Managing Director of the Country Club (I) Ltd.
Sneha Iype Varma, co-founder of Nirvana Films, which gave us the famed ZooZoo characters for Vodafone as well as the good old classic pug from the Hutch days, among many other names, shares, “For any person to be the face of his or her brand is quite a bold move. It could be one of two things — either extreme confidence in what you stand for and in yourself, or the innate need for a fix when you see your face plastered everywhere. Whichever way, it’s like being placed on a pedestal and on the crucifix all at once.
“As a consumer, it’s good to know who sells you what you chose to buy. There is authenticity and a first-person claim that helps in some cases.”
