Shah Rukh Khan replacing Amitabh Bachchan as the brand ambassador for ICICI Bank, and Big B’s recent health problems have got everyone wondering whether he is slipping from his numero uno position in the endorsement hierarchy.
Bachchan fans can take heart from the fact that he reportedly draws up to Rs 12 crore (apparently a firm once paid him Rs 10 crore for 10 days) still ahead of SRK who pockets a cool Rs 5-7 crore, ad industry sources indicate.
Not too long ago, a survey 'Celebrity Track' conducted by Hansa Research (mid-2005) had shown Bachchan as the brand manager’s favourite, followed by Shah Rukh Khan and Aamir Khan, among other Bollywood stars and continues to lead even this year.
Big B scored 6040 points against Shah Rukh’s total of 4892. The former scored 93 points in terms of recognisability and 65 points in terms of likeability.
Says Sunil Doshi of Alliance Media and Entertainment, the company that is a brand consultant for Bachchan’s endorsements deals, “As for ICICI having Shah Rukh on board, they would be the best people to talk on this subject. I am not qualified to comment on the state of his health and all I can say is that clients have been kind and supportive enough to wait for Mr Bachchan to recuperate completely.
“Once Mr Bachchan recovers, we will take decisions regarding the renewal of his endorsement deals. I don’t think his popularity as a brand ambassador has been affected at all.” According to Tarun Joshi, director of communications at S Kumar’s Nationwide (SKNL) and in-charge of the brand Reid & Taylor, “No way are we moving away from Mr Bachchan as our brand ambassador. He will continue with the brand. There is no cause for concern as currently, we are well placed with a few commercials and still shoots completed with Mr Bachchan and we shall wait for him to get well.”
Meanwhile, a spokesperson for ICICI says that after its contract with Mr Bachchan ended in 2002, it had no brand ambassador. “SRK has been appointed ICICI’s global brand ambassador for his global popularity and the synergy he brings to ICICI’s global presence.” As for Bachchan’s health scare affecting his popularity, Anand Halve, director, Chlorophyll, a boutique advisory and brand consultancy agency, says, “For those who have already made TV commercials, like Hajmola or Cadbury’s, I don’t think it is a matter for concern in the short term: they can wait before making the next one.”
“Once Mr Bachchan recovers, we will take decisions regarding the renewal of his endorsement deals. I don’t think his popularity as a brand ambassador has been affected at all.” According to Tarun Joshi, director of communications at S Kumar’s Nationwide (SKNL) and in-charge of the brand Reid & Taylor, “No way are we moving away from Mr Bachchan as our brand ambassador. He will continue with the brand. There is no cause for concern as currently, we are well placed with a few commercials and still shoots completed with Mr Bachchan and we shall wait for him to get well.”
Meanwhile, a spokesperson for ICICI says that after its contract with Mr Bachchan ended in 2002, it had no brand ambassador. “SRK has been appointed ICICI’s global brand ambassador for his global popularity and the synergy he brings to ICICI’s global presence.” As for Bachchan’s health scare affecting his popularity, Anand Halve, director, Chlorophyll, a boutique advisory and brand consultancy agency, says, “For those who have already made TV commercials, like Hajmola or Cadbury’s, I don’t think it is a matter for concern in the short term: they can wait before making the next one.”