Abhishek Bachchan has been roped as brand ambassador for the Platinum Club of American Express. He will be the first member of the Platinum Club and will endorse the offering through an extensive marketing campaign with the theme “Membership changes everything”.
The Platinum Club is a premium service aimed at the rapidly growing affluent customer segment in India. Membership to the club is available for a hefty lifetime fee of Rs 50,000.
Commenting on Bachchan Jr’s selection as brand ambassador, American Express India VP & Country Manager Robert Henin said, “American Express is an iconic brand. The essence of the brand has been rooted in personal achievement which is symbolised by celebrities like Tiger Woods and Ken Watanabe. For the Platinum Club, it was crucial that we choose a personality who connects with the consumer, while representing the spirit of personal achievement. Abhishek made perfect sense.”
Said Bachchan, “It’s a moment of pride for me to be named brand ambassador of American Express as the service stands for exclusive benefits designed to enhance the lifestyle of the affluent consumer. I will cherish every moment from dining to shopping with this card. See big, do big and be big!”
The ad shows Abhishek Bachchan talking on the phone with his dad, Amitabh Bachchan, in a hotel. Suddenly the hotel people see him and exclaim “Big B is here”. They offer him a complementary American Platinum Card from the hotel’s side. He is next heard telling his dad, “Did you hear that? They called me Big B! It feels good.” He hangs up the phone and says thank you.
Henin explained that the communication is an extensive 360-degree marketing campaign designed to promote the Platinum Club. O&M is the creative agency and Piyush Pandey and his team made the ad. It includes print, outdoors, TVC, road shows, events, direct mailers, etc. Print ads will break in all the dailies on Friday in Mumbai and Delhi. The TVC will break on Saturday in all the main lifestyle and news channels. The OOH ad will break on Friday.
American Express has partnered with Kingfisher Airlines, Taj Group of Hotels and more than 250 boutique establishments including India’s restaurants, retail stores and spas to be able to offer premium benefits that directly appeal to the lifestyle aspirations of the high spending population as identified in “Inside the Affluent Space” study.