Amitabh Bachchan –

The Brand

Amitabh Bachchan – The Brand

Presented by:

Poonam S Dudhade – 10

Preceilla G Goswamy – 13

Mandar P Kurhekar – 23

Vikrant S Nashine – 31

Amitabh Bachchan – The Brand

Born : October 11, 1942

Parents : Poet Dr. Harivansh Rai and Teji Bachchan

School : Sherwood College, Nainital

Degree : Arts degree from Delhi University

Professional : Middle-level executive with a British firm, Kolkata

Trade Mark : His baritone voice

Rise of The Brand AB

Debut in 1969: Film 'Saat Hindustani‘, failed at box office.

BOX Office Failure: 'Parwaana (1971)', 'Reshma Aur Shera (1971), ‘Anand’ (1971) 'Bansi Birju (1972), 'Sanjog (1972)', 'Namak Haram (1973), 'Saudagar (1973)‘

First Box Office Hit: ‘Zanjeer’ (1973) – Directed by Prakash Mehra, written by Salim-Javed.

The image of "Angry Young Man" fighting against a corrupt society fitted exactly with the social and political situation prevalent in the 70s.

Birth of a Brand – Amitabh Bachchan - AB

Brand AB

Representation of a common man Fighting against injustice in the

social system

• 'Deewar (1975)

• 'Trishul (1978)

• 'Laawaris (1981)

• 'Shakti (1982)

So the brand managers of AB, used this theme of neglected by

society and fighting against it to churn out more hits like

'Sholay', 'Do Anjaane', 'Don', and 'Naseeb', etc.

Values of Brand AB

Values:

Core : "Saviour” Outer Crust :

•Toughness•Determination•Trustworthiness

Symbolizes: Trust, Esteem, Respectfulness and Love

The brand concept of A-R-C, •A – Autonomy•R – Relatedness•C - Competence

Fall of Brand AB

Need for re-invention of the brand with time

Repositioning

Changed political and social scenario

Changed career and joined politics

No guidance from Brand Managers

Left politics because of controversies - "Bofors" case

Damage of the core value of Brand AB - 'Saviour' of people

Unsuccessful attempt to extend the brand ‘AB’ to wider areas through formation of ABCL

Re-positioning of Brand AB

Hosting of the television show "Kaun Banega Crorepati (KBC)". Core values of ‘Saviour’ were still maintained, by helping people

achieve and win money Attributes of ‘Achiever’ added to the core values Mass appeal of the brand AB:

• Elegant dressing sense, both in classy suits and ties and in traditional Indian attires

• Brilliant communication in both Hindi and English languages

• Personality, acting sense and magnificent voice Acted as a guide to people who wanted to be ‘Achievers’ by

winning money Filmmakers responded to this new brand image of AB as

Achievers and came up with movies like 'Kabhi Khushi Kabhie Gham (2001)', 'Mohabbatein (2000)', 'Khakee (2004)', 'Black (2005)'

Competition to the brand AB

Changes in today's society and cinema audiences

Huge growth of ‘Young’ multiplex audiences

New age heroes who fit the brand image of young, relaxed and fun loving achievers like - Sharukh Khan, Hrithik Roshan, Saif Ali Khan.

• Brand Rahul of Kuch Kuch Hota Hai (1998)

• Brand Nick of Salaam Namaste (2005)

These new brands can connect to the young audiences more spontaneously.

Brand AB – It’s Lifecycle

Brand lifecycles are a lot longer, than product lifecycle determined by the Brand’s ability to re-invent itself

Brand awareness Brand Amitabh Bachchan has a 90%+ awareness levels amongst Indians (At least 90% of Indians will know of the brand – kids below 2 and tribals excluded)

Brand Penetration 70%+ penetration (at least two out of three Indians would have experienced / consumed the brand across media – TV, print, Internet, films and books)

Consumer base At least a 30% repeat consumer base

Brand Endorsements by AB

Reid & Taylor - The Indian James Bond

Dabur – The Brand Ambassador

Maruti Versa – The Generation Gap - Father and Son

Parker Pen

Brand ambassador for IIFA awards

ICICI

Cadbury’s

BPL

Nerolac Paints

Binani Cement

Pepsi

Hajmola

Emami Boroplus

Sahara City Homes

D’damas

Navratna

Max New York Life Insurance

Amitabh Bachchan Perfume & Deodorant by Lomani for men & women

Brand Endorsements by AB

Brand AB – Social Impact

Polio Eradication Campaign

AIDS Campaign

Mobile Diabetes Testing Unit in Goa

65% of Social advertising on Indian Television

Very strong equity and a well detailed brand character map

Future of Brand AB

Estimated Brand Value – Rs. 700 Crores

19 Brands in 14 Categories

Over-Exposed Brand - Debatable

Emerging as Global Brand – Legion d’Honneur

Thank you for your kind attention