Advertisement is all around us, we can’t run away from it. One of the most important aims of advertising is to persuade consumers to buy a certain product
The product marketing is always done by much influenced people mostly actors so that it effectively works on people, and sometimes they are attracted and trusted to a product. For the so called belief that is to be developed in the minds of consumers the sellers use the multi faceted, popular and attractive personality as well as ideas for their advertisements and they are then known as Brand ambassadors.
Brand Ambassador often called Corporate Ambassador is appointed by an organisation or company on the basis of popularity to represent a brand in a positive light. A company chooses a brand ambassador to be the “face” of the brand. Ideally, the chosen person is a tastemaker in their communities, and should plan to use already established networks and relationships to market the brand via word-ofmouth marketing tactics (i.e. referring friends, posting about the brand online, etc.). On top of that, a brand ambassador will also represent the company at specific events, where they may perform product demonstrations or give away sample products. A candidate for the position of brand ambassador should be an enthusiastic, outgoing individual with a considerable social media presence and a medium to large sized network. They presumably should be familiar and should have the capability to endorse the brand being represented.
Malayalam advertisement industry has now evolved to be a full-fledged industry from a small scale industry and has now started talking business by using popular personalities by paying them huge amount and also by charging a lump sum amount from the advertisers only with the aim of hitting the minds of people. Most of the Mollywood actors make an additional income by acting in ads and they consider this not only as an income gainer but also as a method to get into the public.
Mohanlal, superstar of Malayalam cinema is the highest-paid actor of the industry. He is a brand in himself and is never a stranger to advertisements. The actor owns a range of products, from flour to pickles to investments in stock broking; the actor has in hand enough products to advertise. The advantage for him is that, he doesn’t need another actor to endorse them as he himself is one of the biggest. Mohanlal has been a goodwill ambassador for the government and other nonprofit organisations, mainly for public service ads and humanitarian causes. In March 2007, he became the goodwill ambassador of the AIDS awareness campaign by Kerala AIDS Control Society, for which he acted in short awareness videos. In October 2009, Mohanlal was appointedDespite being ambassador in several government commercials, he is also a familiar choice for several television commercials and advertisements as well
Despite being ambassador in several government commercials, he is also a familiar choice for several television commercials and advertisements as well. He acted for a series of ads of Malabar Gold and Diamonds, Oceanus etc. Mohanlal was the first movie star in India to endorse the ubiquitous dhoti after he was made the brand ambassador of MCR in 2001. MCR manufactured 30,000 coloured dhotis which had been featured in the film Narasimham (2000), which was a market success. He still continues to be the chief brand ambassador of MCR. Mohanlal was seen next as an ambassador of Kanan Devan, a tea brand owned by the Tata Global Beverages. LG Electronics India enlisted Mohanlal for the endorsement of the brand’s Onam festival offers for Kerala customers lasting till September 2010. In the same year, he was signed as the brand ambassador in the state for Manappuram Finance Ltd., a non-banking financial company. Mohanlal also endorsed the coconut oil brand KLF Coconad. Lloyd Electric was another brand which Mohanlal endorsed.
Mohanlal recently became the brand ambassador of the country’s largest premium streaming platform, Hotstar, which provides over 80,000 hours of world class entertainmentKochi based builder Asset Homes, on an expansion mode, roped in Prtithviraj as its brand ambassador and still continues the ties
Hotstar offers more than 4000 hours of Malayalam content including a large collection of the latest and classic Malayalam movies and popular TV shows. Launched in February 2015, Hotstar saw the fastest launch of any new service anywhere in the world and over the last 15 months, has been downloaded more than 60 million times.
‘The Complete Actor’ has very often been dragged into controversies and often criticised for his choice of products to endorse. Ironically, the most controversial was his decision to promote ‘Original Choice,’ a liquor brand. Predictably, for being an ambassador he charges from 50 lakh up to 3 crore, depending on the duration and terms of the contract.
Another familiar face in the commercials is the youth star Prithviraj Sukumaran the son of actor Sukumaran and Mallika. Star of ‘Ennu Ninte Moideen’ and ‘Anarkali’ is extremely tech savvy and up-to-date about the industry. The actor has done endorsements mainly for a major textile brand and a real estate giant. Kalyan Silks, one of the leading textile showroom chain unveiled its new brand identity as Prithviraj in the year 2011 and presently continues the contract. Kochi based builder Asset Homes, on an expansion mode, roped in Prtithviraj as its brand ambassador and still continues the ties.
Going along the lines of his fellow contemporaries, he is also the brand ambassador of many social initiatives like Mathrubhumi’s ‘SEED’ and charges around 50 lakhs to 1.5 crores for commercial advertisements.