Amitabh Bachchan, the Big B of Bollywood, is celebrating his 82nd birthday. The versatile actor has given many timeless films like- ‘Anand’, ‘Sholay’, ‘Mohabbatein’, and more recent influential ones including- ‘Pink’, ‘Brahmastra Part One: Shiva’, and ‘Kalki’. The list of films that have captured the hearts and minds of his fans is never ending. This shows that his influential power is tremendous and thus it is no shock that he has been the ‘number one’ for many brands.
The ‘Angry Young Man’ of Bollywood- Bachchan, was also honoured with India’s highest accolade in cinema, the Dadasaheb Phalke Award in 2019. Known for his iconic roles in classics such as ‘Zanjeer’, ‘Sooryavansham’, and ‘Deewar’, he has been beloved by fans across generations. His performances during the early 2000s in films like ‘Kabhi Khushi Kabhie Gham’, ‘Baghban’, and ‘Black’ has made him a household name.
With his performance in more recent projects like- ‘Goodbye’, ‘Piku’, and ‘102 Not Out’, he has proved that he is still the ‘Abhimaan’ of Bollywood. He has ranked ninth on the Kroll ‘Celebrity Brand Valuation Report 2023’, with brand value of USD 83.6 million. Over the years he has been the face of many brands like- Cadbury Dairy Milk, Navratna Oil, Maaza, Bikaji Foods International and more.
His contribution to the world of Indian cinema has not only captured the attention of his fans but also he was honoured with Padma Shri in 1984, the Padma Bhushan in 2001, and the Padma Vibhushan in 2015, they are India’s highest civilian awards. His association with brands including- MediBuddy, Mankind Pharma and many more have been a proof of his sway amongst the audience.
Marketing Mind has curated a list of brands associated with him, spanning industries from fashion and pharmaceuticals to FMCG and automobiles. Here’s a compilation of some the brands that he has worked with-
GSK
GSK had launched a campaign on Shingles awareness this year, featuring Bachchan and actor Manoj Pahwa. In the campaign films Big B has explained the scientific link between chickenpox and Shingles. The films use everyday conversations between two friends to talk about shingles and the increased susceptibility of shingles in people with diabetes.
The campaign films have been released across multiple platforms, including YouTube (mobile and connected TV), Google Display, Meta, select OTT platforms, Paytm, Google Pay, and various TV channels spanning multiple genres such as general entertainment channels (GEC), movies, and news in both Hindi and regional languages.
Additionally as per the company, a partnership has been established with the television quiz show Kaun Banega Crorepati (KBC) for this campaign. In the campaign, Bachchan is seen offering sweets to his friend, when the latter’s wife interrupts saying “no he has diabetes”.
Maaza
In 2022, Maaza, Coca‑Cola India’s homegrown mango drink launched its campaign ‘Dildaar Bana De’ with Bachchan and actress Pooja Hegde. The TVC was amplified across TV, digital, and radio with a 360-degree approach.
In the TVC, ‘Don’ superstar plays the role of a grumpy neighbourhood uncle who does not return the children’s balls once it enters his property. Hegde when faced with this, offers him a bottle of Maaza which melts his heart and all the balls fly out of his home establishing a new friendship between them.
Cadbury Dairy Milk
In 2004, Cadbury India, onboarded Bachchan as its brand ambassador and announced a new packaging for its flagship Cadbury Dairy Milk (CDM). Later, he continued his association with the chocolate major and was seen in multiple advertisement campaigns.
In an ad Bachchan plays the role of a shopkeeper who is confused because the entire day customers have been buying Cadbury Dairy Milk from him but everyone kept saying that “Pappu” will pay for their chocolates. Upon learning that a grown man- Pappu has passed his 12th exam, ‘Agneepath’ actor himself starts dancing and celebrating.
Kalyan Jewellers
Kalyan Jewellers roped in ‘Paa’ actor as its brand ambassador more than a decade ago. In a star-studded campaign last year, the brand showed a family celebrating Diwali with gifts. In the campaign, while Bachchan’s wife is busy gifting others, he surprises her with a Kalyan Jewellers’ gift which lights her up.
Navratna Oil
In the ad for Emami India’s Navratna Oil, Bachchan played the role of a personal assistant who introduces his new boss to the perks and tensions of his new job. While he explains to him how more responsibilities mean more tension, he also gives him the solution- massage from Navratna Oil which can relax him and relieve his stress.
Tanishq
Featuring Bachchan and his wife and actress- Jaya Bhaduri Bachchan, Tanishq rolled out a TVC where he attempts to buy a Diwali gift for her. As he reaches the brand’s showroom, he cruises through some bangles for her and buys her the ones he likes, this is followed by a friendly-banter between the couple where she shows him the exact pair that she bought for herself.
Bikaji Foods International
In 2019, Bikaji Foods International, an ethnic packaged foods company, onboarded the Bollywood’s Big B to star in its commercials that will air on television channels. He featured as the face of the brand in a multimedia campaign.
In a friendly and funny ad, Bachchan is seen on a flight to India where he is approached by the flight attendant with a bowl of foreign snacks- pretzels, he calls her and says that she should serve some Indian snacks to her Indian passengers.
Reid & Taylor
In an old Reid & Taylor advertisement, Bachchan features wearing the brand’s clothes and shows him endorsing its brand values and products.
TVS Jupiter
Taking forward TVS Jupiter’s brand philosophy: “Zyada Ka Fayda”, TVS Motor Company had roped in Bachchan as ‘Brand Philosophy Evangelist’ for TVS Jupiter, the second largest scooter brand in the country.
As per the company, the first TVS Jupiter campaign with him was built around the festive season and directed by renowned director Shoojit Sircar. In an ad, celebrating Diwali Bachchan brings home a new TVS Jupiter.
Boroplus
FMCG major Emami is set to bring out a commercial starring Bachchan and actress Kangana Ranaut for its Boroplus antiseptic cream. As Ranaut asks him to repeat the dialogues of famous films of different actors, the Angry Young Man says that he is not Boroplus, that he can perform the lines from other actors’ famous movies.
Cycle Pure Agarbathies
In 2015, Cycle Pure Agarbathies named Bachchan as its brand ambassador and the company made this move as a part of its pan-India expansion plan.
In an ad, Bachchan embodies the “Prarthana Ki Shuddhata” or “Purity of Prayer”, it captures the essence and purity of the brand’s agarbathie fragrances and how it reminds him about his mother and her prayers for him. The ad is set to connect the vision that the brand shares with its users.
Mankind Pharma
Mankind Pharma roped in the ‘Sarkar’ actor as its brand ambassador and aimed to emphasise the importance of good health and affordable treatment for all. In an ad, he is seen explaining how diseases, injuries, and problems neither come after taking permission, nor does it differentiate between rich and poor. With this in place, he explains how the company aims to create affordable healthcare for all.
Samsonite
In an ad for Samsonite, the brand shows how a suitcase goes through many ups and downs, while Bachchan is comparing this situation to life. In his deep, powerful and famous voice, he narrates, “the only way to hit back is to stand up and say I am not done”.
MediBuddy
In 2022, MediBuddy, a digital healthcare platform, appointed Bachchan as its brand ambassador in a two-year deal. Furthermore, in an ad campaign for the brand, he assists a soon-to-be-parents couple, who has just moved to a new city, a gynaecologist. He introduces them to the services of the platform and helps them find a doctor from the comfort of their home.
Macmerise
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