| The superficiality of endorsements and celebs |
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| Rani poses during Aveo launch |
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New Delhi: She came, she smiled, and she left. The shutterbugs just clicked, clicked and clicked. This is what happened at the launch of General Motors's new Aveo in the Capital on Friday. It is a known fact that once a celebrity's name is linked with a product it is sure to arouse interest among the general public. The media too turns towards anything linked with a Bollywood celeb. That is precisely what the General Motors seem to think. Aveo's brand ambassador Rani Mukherjee was present on the occasion of the launch of the new car. But, she didn't utter a word. Rani did not even talk about the purpose she was present for, leave alone what she's been doing in filmdom. But is that the job of a brand ambassador? Is cutting the ribbon the only thing an ambassador is supposed to be doing? Is their association with a brand only at a superficial level or do they really relate with the product they endorse? |
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| The question is raised again and again whenever a brand ties up with a celebrity. And there are examples to claim the relevance of the question. Sample this, Rahul Dravid started off with 'Thomson', moved on to Samsung and now can be seen in Sansui ad. Then there are others like Abhishek Bachchan who cries on the top of his voice that how much he loves his Motorola Phone. Shahrukh Khan too validates his association with a brand. If he is to be trusted, he completely believes in the authenticity of a product he endorses. But the picture still seems hazy. Looking into these examples, it seems that becoming a brand ambassador is no longer a matter of authentication but has become just a commercial concept. Money is what drives the decision to associate with a brand and not it's credibility. |
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