Source: livemint 29th July 2010
While Abraham gets his fee for being a brand ambassador, he doesn’t take a fee for the advisory role
As a popular Bollywood actor, John Abraham has more than his share of endorsements, among them Castrol engine oil and Garnier Men’s cosmetics. But for motorcycle maker Yamaha, Abraham is more than mere eye candy on a bike, he’s also become a prized advisor, an unusual relationship to have developed between company and celebrity brand ambassador.
The Former model has an MBA in marketing in three years in advertising as a planner with Enterprise Nexus Communications Pvt. Ltd.
“ The thing about john, and we’ve known this for a long time, is that he has been a Yamaha customer since his college days and is really passionate and knowledgeable about bikes,” said pankaj Dubey, National Yamaha Motor Pvt. Ltd.
“We worked on those insights and things started clicking,”Dubey Said. “That’s when we decided to get him on board as an adviser, sharing with him everything, from strategy, markets, the advertising, media planning.”
Typically, a celebrity ambassador will set aside a certain number of days each year for the brand. The time is mainly user for public appearances, media briefings, promotions and shooting ad campaigns among other things.
Abraham says his previous experience came in handy when it came to planning his career and with brand associations.
He elaborates:”By 2001, audiences knew who john Abraham was. By 2005, they knew he was a biker, loves denim and is a clothes horse .By 2006, they knew he loves football. By 2007, they knew he loves running. If that’s not marketing, What is ?”
While few celebrities or their managers have chosen to husband their images as carefully, Abraham’s Relationship with Yamaha is likely to remain unique.
“So unless it’s a celebrity like (cricketer) M.S. Dhoni who may also qualify with this passion, it is very unlikely that we will see more deals like in the market,” he added.
Adam Martin, director, digital and branded content for UK-based advertising agency Naked Communications. Main trains that “the most important factor, without doubt, is that there has to be a synergy between the celebrity interest and the brand. Otherwise, consumers tend to see right through it.”
“The notion of celebrities being involved in the advisory panel is very unusual and hope we will see more of that in the days to come,” added Martin, a former talent again.
