It is the age of celebs. It's also the age of brands that just can't do without a rub of stardust — no matter how much they claim that they are the stars of their own. But amid all the clutter and multiple endorsements deals, is there still an icon out there, who has not really been utilised well by the brands? DNA Money's Arcopol Chaudhuri and Nirmal John strived to get an answer from marketing, media and advertising professionals
I'd say that for anyone to be an effective brand ambassador, he/she must have three qualities — of being adequately well-known, having some amount of personality/charisma, and being associated with some special capability or quality. People who are used only on the basis of being well-known are just expensive models such as Sushmita Sen or Fardeen Khan. Or even John Abraham. As per the aforesaid criteria, I'd say even Vishwanathan Anand and AR Rahman are the most under-utilised ambassadors (I wouldn't call them under-rated, though). And then, there are people who have terrific qualities, but probably haven't been used at all such as Mani Ratnam, Vir Sanghvi, Tabu and Prannoy Roy - they would make brand-Ferraris rather than brand-ambassadors. http://sify.com/finance/fullstory.php?id=14757676 -- regards, Vithur ARR in my Heart; His Music in my Blood;
