Bollywood is a funny business, where there is no dearth of reel life heroes and couples. But when it comes to real life ideal celebrity couple, there aren’t many to look up to. One couple amongst the not so many is that of Kajol and Ajay Devgan and marketers are trying to leverage this opportunity to the maximum by signing them for their brands.
Last year appliances company Whirlpool India had signed the film stars as its brand ambassadors for a period of two years. The duo was also seen promoting Kotak Mahindra Bank’s new card just a few days ago and the latest to join the list is Tata Indicom for its ‘Truepaid’ (pre-paid) service.
The couple features in an ad created by McCann Erickson and directed by Pradeep Sarkar of ‘Parineeta’ fame. Said Prasoon Joshi, National Creative Director, McCann Erickson, “We wanted to show the co-existence of traditionalism and modernity, hence Devgan’s act and Kajol is a surprise in the commercial. These two were selected because there are only a few celebrity couples to look up to today, and their chemistry is reflected very well. It made more sense to cast a couple as India takes positively to a couple. The way I see is that the commercial will be gradually liked more.”
The ad revolves around a small town couple who are looking for a phone that would give them maximum value for money. Abdul Khan, V-P Marketing, TATA TeleServices, said, “Truepaid offers maximum talk time and this is shown by the two protagonists who come from a small town. The ad is targeted at the first time users as this segment is a huge emerging market. The campaign is going to be a complete 360 integrated one and will run for a couple of months across all mass media channels.”
The other brand ambassadors of TATA Teleservices’ – Saurav Ganguly, Irfan Pathan, Sania Mirza and Narayan Karthikeyan – need not worry as they might be featuring in the telecom company’s next commercials soon. “We are very happy with our brand ambassadors,” reiterated Khan.