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From Silver Screen to Ad Screen: Exploring Ajay Devgn’s Ad Odessey On His 55th Birthday

As the Actor turned Film Director and Producer, Ajay Devgn, turns 55 years of age, Marketing Mind has curated a list of some of the various iconic ad campaigns that he has featured in including Hajmola, Vimal Elaichi, Whirlpool, Bagpiper, Walkaroo and more.

MM Desk by MM Desk
April 2, 2024
in What’s Buzzing
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From Silver Screen to Ad Screen: Exploring Ajay Devgn’s Ad Odessey On His 55th Birthday

Born on April 2, 1969 to a Punjabi Hindu family where his father was a stunt choreographer and action-film director and his mother- a film producer, Ajay Devgn was privileged to have his in-roads in the Indian Cinema since childhood, but what has happened in the aftermath is a result of sheer hard work, passion and dedication.

Making his debut in the Bollywood industry with the 1991 action romance film Phool Aur Kaante, Vishal Veeru Devgn who has been using the reel/professional name- Ajay Devgn for years has featured in a slew of Bollywood hits including Omkara, The Legend Of Bhagat Singh, Drishyam, Singham, Once Upon A Time In Mumbai, Tanhaji: The Unsung Warrior, Total Dhamaal, De De Pyaar De, RRR and the iconic Golmaal Series amongst others.

When it comes to awards, Ajay Devgn has not just accolades in the Film Industry galas but is also a recipient of Government of India’s Padma Shri award. In terms of stardom, he is an actor-turned Film Director and Producer who set up his own production company- Ajay Devgn Ffilms in 2000, a visual effects studio- NY VFXWAALA in 2015 and established the NY Cinemas multiplex chain across India as an ode to his two children- Nysa and Yug.

But apart from this, what really sets Devgn apart as a celebrity isn’t just the action packed, comedy or crime drama movies he has starred in, but his versatility not just in movies but also in the ad campaigns he has featured in over the past couple years and the various accolades he has earned for himself in the meantime.

As he turns 55, here’s a sneak peek into some of the brands that he has endorsed in the past:

Walkaroo

Been appointed Walkaroo’s Brand Ambassador in October 2022, Devgn has featured in a series of ad campaigns for the brand. In one of the ad campaigns titled- Vakbar Virbal, he allegedly played a renditioned role of Birbal and advised the reel Akbar to start wearing Walkaroo’s slippers since it is ‘good’ in terms of both design and comfort.

Hajmola

Coming from the house of Dabur, he has also featured in various Hajmola ads, some of which have also gained the status of being iconic over the years owing to their iconic taglines and jingles. One such ad includes Hajmola’s Teri Meri Sabki bola, Hajmola Anardana.

Bagpiper

In the times when Devgn was making one after after Bollywood hits in the action space, Bagpiper roped him in for his ‘ruggedness’, ‘strength’ and ‘wit’ to promote its Soda range. The iconic tagline- ‘Khoob Milega Rang Jab Mil Baithenge Teen Yaar- Aap, mai Aur Bagpiper’ was a part of Devgn’s association with Bagpiper.

Whirlpool

In 2005, Whirlpool made its first ever deal with an Indian celebrity, in this case celebrities, when they signed the Bollywood couple- Ajay Devgn and Kajol as their brand ambassadors. One of the ‘power couple’ duo in the Indian film cinema that got married to each other post doing a film together and infamous for their contrasting personalities, were caught up in a fun and endearing leg pulling conversation multiple times across ad campaigns.

Vimal Elaichi

When one looks at Devgn’s ad journey, the tagline ‘Bolo Zubaan Kesari’ is one of the first things to come to one’s mind and rightfully so since he’s not only been one of the brand’s endorsers for quite some time now but has also struck the controversial chord by defending his deal with Vimal as ‘personal’.

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Every marketer talks about building awareness, few have to build it without talking about the product. India's alcobev industry has spent decades navigating that paradox. Direct product advertising isn't permitted, making surrogate advertising only one part of the marketing equation. The bigger challenge has always been earning something no media budget can buy: consumers who become advocates for the brand. For Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, that's the category's biggest truth. “Consumers will always be your biggest advertisers,” she said. It's a philosophy born out of necessity. But it has also shaped how alcobev brands think about marketing itself. “The principles of marketing are the same whether it's personal care, beauty or alcobev. What changes is the complexity.” That complexity, according to Dasgupta, isn't just about navigating regulations. It's about understanding consumers, managing a diverse portfolio, and ensuring brands continue to grow despite having fewer traditional marketing levers than almost any other consumer category. India remains one of the world's most tightly regulated alcohol markets, where brands have to navigate different state regulations, on-trade and off-trade ecosystems, and restrictions on advertising products directly. For marketers, that has meant learning an entirely different language of brand building. Marketing hasn't changed, The rulebook has Dasgupta's own career has prepared her for exactly that. Rather than following a straight path, she has moved across FMCG, health and hygiene, beverages and now alcobev, picking up different lessons along the way. “I think the beauty is that I didn't have a linear career path, and I think it was very deliberate and intentional.” Each company, she said, has added a different layer to her understanding of marketing. “Unilever taught me to be extremely consumer-centric and always keep the consumer at the heart. Reckitt taught me commercial discipline, that marketing needs to lead to commercial and business growth. PepsiCo was about how brands stay relevant in culture.” Bringing those experiences together at Pernod Ricard has reinforced one belief. “The principles of marketing remain the same.” The environment, however, certainly doesn't. While referring to India as one of the markets where alcohol advertising is prohibited, she said, “The regulatory landscape is quite complex. That's the piece that one needs to wrap their minds around as you navigate and ensure that you're able to drive business growth.” That complexity extends well beyond regulation. “At a portfolio level, it's important for us to understand what is delivering the present and what will deliver tomorrow,” she said. “Where is growth coming from today, and where will growth come from in the future?” When consumers become the media channel Perhaps the biggest difference between alcobev and traditional consumer goods lies in how brands create awareness. Unlike an FMCG company, Pernod Ricard cannot advertise its alcohol products directly. “So the disadvantage that we have versus CPG is we cannot advertise products,” Dasgupta said. “We are in compliance with the guidelines that exist today.” Instead, the company builds visibility through compliant brand extensions such as packaged drinking water, while investing in passion points like cricket, music and digital platforms. “For us, the brand extension is a compliant business in itself and we can advertise that. We continue to double down on social, digital and influencer marketing for those businesses.” Furthermore, Dasgupta went on to say, “What we rely on is on-premise advocacy. We rely on sampling. We ensure that our liquids are extremely high quality so that when the moment of truth happens, consumers really love the product.” That has also meant new launches take longer to build. “Awareness build-up is much slower because consumers discover the product at the point of sale. That's very different from an FMCG brand.” Which naturally raises another question: if brands can't advertise products, who does the selling? “The consumers will always be your biggest advertisers,” Dasgupta said. “If you walk into an outlet and see someone drinking, it gives you confidence in the brand.” Word of mouth, she believes, becomes one of the category's most powerful marketing channels. “In a category where you can't advertise the product, consumers become your champions.” That consumer-first philosophy also shapes how global brands are adapted for India. For marketers outside the alcobev industry, the constraints may seem daunting. For Dasgupta, they've simply reinforced a timeless lesson. When the product can't do the talking, the brand, and ultimately the consumer, has to.

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