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Shahrukh to endorse LML Freedom, print & BTL to follow telly campaign

11-September-2004
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Shahrukh to endorse LML Freedom, print & BTL to follow telly campaign

Close on the heels of ‘Main Hoon Na’ success, comes the contract for endorsing the latest LML offshoot, Freedom Topper. The two-wheeler major has roped in actor Shahrukh Khan as brand ambassador for the complete Freedom range of motorcycles from the LML stable. Khan is the second celebrity to endorse the brand after cricketer Kapil Dev.

The television commercial featuring Khan hit the tube on the September 3 and a week after that the company went on record to officially declare him as the brand ambassador. “We insisted on the use of TV medium with which he is identified best. Our plan was to get sufficient number of GRPs and we did have one-plus ratings; after this, we would focus on the print,” shares Abhishek Dube, DGM Marketing, LML.

Dwelling on the move to sign up Khan, he says the company is trying to leverage on the Shahrukh charisma. “He represents excellence and versatility. Freedom, we believe, is innovative and versatile and that is the synergy we are trying to build with this association,” explains Dube.

The commercial beams Khan in dual roles – as a potential buyer and as an involved professor. Through the interaction of the two personalities, ad filmmaker Prahlad Kakkar – the brain behind the show, tried to depict the two main features of Freedom Topper. “The client wanted to display two essential traits – the dum-engine and the faster pickup. So, we had a double Shahrukh,” says Genesis chief executive Kakkar. “I was rather responsible for introducing the lass,” he quipped. The ad wraps up with a guarantee from the actor.

Equipped with an 110cc Delta 4 engine, the new Freedom Topper has a T-control frame giving the rider unmatched stability and excellent control. The bike is priced at Rs 38,376 (ex-showroom in Delhi).

Last month witnessed LML busy in aggressively carrying out below-the-line initiatives like road shows and product displays to create visibility and develop a market for Graptor. Responding to the query on whether LML would execute similar strategy for Freedom, Dube says, “Increasingly, BTL is assuming great importance. Any brand reaching closer to the consumer would require BTL activities to create sufficient one-on-one touch points. For Freedom, we would use mobile hoardings, Shahrukh cut-outs, goodies which are ‘Shahrukh personalised’ and so on – in order to create the excitement on the lower level, and thus create an opportunity to go close and build a connect with the consumer.”

However, as market information goes, Khan is currently endorsing around 100 products, and the million-dollar question remains, to what new height he would take the Freedom. Citing the examples of Pepsi and Santro – the two most successful brand endorsements by Khan, Dube says, “They are exceptional success stories in India and they clearly establish the value that he brings to a brand.”

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