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Published:June 8th, 2006 03:23 EST
Indian Actor for Motorola Expansion Campaign.

Indian Actor for Motorola Expansion Campaign.

By Juliet Maruru

Dressed in black denim and jacket, the usually rough-bearded son of an older Indian heartthrob Amitabh Bachchan, was clean-shaven at the function to launch the campaign on Tuesday, June 6th.  Bachchan Junior told the press that he got his first cell phone 12 years ago and it was a Motorola. He therefore has an emotional connection to the brand.

Motorola Inc. probably chose Abhishek Bachchan for the promotion campaign because of his general appeal to the Indian population across all levels. At the start of his career, Junior Bachchan was to some just walking in his very successful father’s shadow. Mistakes nearly marred his career, but clearly Bachchan has established himself as a talented actor in his own right.

Usually when a company enlists a celebrity to be a brand ambassador, he/she will more than passively endorse the product. The celebrity will most likely be present at major promotion functions, appear in advertisements on billboards or TV ads and in some cases, use the brand products within their work, i.e. in films or music videos.

Motorola made a smart move in choosing a Hollywood star for their sales campaign in India. Bollywood, the Indian version of Hollywood enjoys an enthusiastic audience in India and across the world, since there are numerous Indian communities in other countries. Bollywood movies have fan audiences even among non-Indians who live with or close to the Indian communities. 

In Kenya for example, it is not unusual to see Kenyan Indians with their friends of native Kenyan or European origin, thronging state-of-the-art movie halls to watch the premiers of long awaited Bollywood flicks. It is the same in the UK, Australia, New Zealand, Canada and the USA where the Indian communities are particularly large.

You can bet that the next time a teenage girl sitting in a living room somewhere in Parklands, Nairobi with her best friend whose parents came from rural Kenya, gushing about Abhishek Bachchan in his new movie Guru, she might also be planning to get her parents to buy her a phone from the new Motorola series.