Personal branding is the practice of people marketing themselves and their careers as brands. A positive personal brand image would influence marketers and advertisers to rope in that celebrity to endorse products.
Apart from promoting their films via channels like Facebook and Twitter, Bollywood stars also create space for enhancing their individual Brands. They are harnessing the power of social media to bond with their fans and remain afresh in their minds. Be it posting their candid pictures on Instagram, or tweeting from behind the scenes of upcoming movies, or doing live Q&A sessions on Facebook.
Each one of them has carved a unique positioning and space in their audiences’ minds. Aamir Khan has this image of being a perfectionist and the ambassador of meaningful cinema. This image reinforcement has moved beyond movies as in Aamir Khan’s ‘Satyamev Jayate’.
When a Titan chooses Aamir, Thumbs Up chooses Salman or Hyundai chooses Shahrukh as brand endorsers; they want to ride on the perceived values that these stars carry. Aamir is very selective when it comes to endorsing brands, but at the same time, he is known to set trends and has become one of the highest paid endorsers.
His candor and image of genuine concern towards issues, highlighted by his show ‘Satyamev Jayate’ even earned him the job of endorsing the nationwide campaign of ‘Atithi Devo Bhava’, attracting tourists towards a prospering country like India.
But this can also backfire on brands as e-tailer Snapdeal found outwhen brand ambassador Aamir Khan spoke recently about growing intolerance was to deal with a consumer backlash. Almost 91,000 customers had downgraded the Snapdeal application to one on a scale of five and the Twitterati was abuzz that another 700,000 consumers have uninstalled the app from their mobile phones. While Snapdeal distanced itself from the remark, saying the comments made by the actor were “in his personal capacity”, the episode has sparked a debate, with chief executives of companies admitting they will now be cautious when drafting celebrities who are passionate about issues.
To not just survive, but reign over this industry for almost three decades is no mean feat. But celebrities such as Aamir survive on the strength of their personal brands, that tide over issues and challenges alike and are able to retain their image in the minds of their fans in the long run.
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