Biography in Short:-• Amitabh =“The light that would never go off” ; Bachchan = Child-like [in colloquial Hindi]• First Job as freight broker for the shipping firm, Bird and Co. in Calcutta.• Early Works (1969-1972)- Debut as narrator in “Bhuvan Shome” by Sri Mrinal Sen.• Saat Hindustani, Anand, Parwaana, Reshma Aur Shera, Guddi, Bawarchi etc.• Rise to stardom (1973–1983)- Zanjeer and other big hits follows….• Slump and Retirement (1988–1992)- Khuda Gawah, Insaniyat  was all box office failure. Later he started A.B.C.L and it was failure too.• The Big Comeback(2000-Present)- Kaun Banega Crorepati in Television. Mohabbatein & other super-hit films.• Awards:-Padma Shri,Padma Bhusan, National Film Awards[4 times], Filmfare[27 times Best Actor], IIFA[6 times], Knight of the Legion of Honour[Highest Civilian Honour of France] etc and a LONG list follows……..
Life Cycle of Brand Amitabh Bachchan• Early Career Life:-Early movies namely Saat Hindustani, Anand, Parwana – None successful in box-office. But he received several awards for “Best Newcomer”. Joined politics, but failed there too.• Mid Career Life [Rise of Angry Young Man]– Super hit Movies – Zanjeer, Namak Haraam etc. Severe injury while shooting for ‘Coolie’.• Huge gain in Reputation Capital. Made a vivid image in all tiers of society & gained loyal ‘customers’ who never left him in bad times.• Decline – After 1988, several films went flop namely “Shahenshah” , “Khuda Gawah” , “Insaniyat”. He went into semi-retirement• In 1996 he founded A.B.C.L & hosted Miss World beauty pageant, Bangalore but it was a failure. A.B.C.L also produced few films like “Tere Mere Sapne” , “Mrityudaata” , etc , all of which did not do good business. He even had to mortgage his house to Sahara India Finance to cover up the bills.• Return to Stardom [Rise of Big B] – In 2000 he started his career in television, hosting Kaun Banega Crorepati. It was HUGE success and soon he also delivered super-hits like Mohabbatein, Kabhi Khushi Kabhie Gham, Baghban, Black, Khakee etc. Continued………
Amitabh Bachchan- King of Endorsements• Banking- ICICI• Soft Drinks- Pepsi, Mirinda• Batteries- Eveready• Paints- Nerolac• Chocolates- Cadbury• Automobiles- Maruti Suzuki (Versa)• Writing Instruments- Parker Pens• Apparel- Reid & Tailor• Diet Supplements- Dabur• Personal Care- Emami• Real Estate- Sahara City Homes , Binani Cement
• Now Big B is Big B, he is the senior horse of this endorsement race, and has one of the most accountable star appeal.Big B endorses brands like• Navratna• Tanishq• Gujarat state• Maggi• ICICI• Luxor Nano Clean• Cadbury Dairy Milk• Zen Mobile• Emami Boroplus• Max New York Life Insurance• Kalyan JewellersAB senior, for per ad charges, somewhat Rs 1-1.5 crores which sometimes amounts upto Rs 4-5 crores. Now that’s his stardom.
• While most models aspire to become actors, the Bachchans clan — Amitabh, (68), Jaya (63), Abhishek (35) and Aishwarya (37) — have set off a reverse trend. Despite a string of flops in the box office, they’ve managed to bring in the moolah by endorsing a number of brands that are really encashing their celebrity status.
• Amitabh Bachchan He charges between Rs8-10 crore, a rate that is only matched by two others endorsers, Sachin Tendulkar and Mahender Singh Dhoni. n Currently claims to be enjoying doing the ads because of the “fantastic talent”. On his blog he writes about the new generation who “overtaken the largest percentage of the country’s population,"• Earning Graph His last big releases were in 2009 (Aladin and Paa) where he earned between Rs8-10 crores from these two projects. For his endorsements he earns close to Rs30 crores+ per year. With an added bonus of Rs20-30 crores for KBC.
Brand• A brand is a distinguishing name and/or symbol! intended to identity the goods or services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors (Aaker, 1991; Stanton, 1994, and Kotler, 1996).• Faith branding is the concept of branding religious organizations, leaders, or media programming, in the hope of penetrating a media-driven, consumer-oriented culture more effectively. Essentially, faith branding treats faith as a product and attempts to apply the principles of marketing in order to "sell" the product.• Brand Amitabh Bachchan has a 90%+ awareness levels amongst Indians (At least 90% of Indians will know of the brand – kids below 2 and tribals excluded), will have a 70%+ penetration (at least two out of three Indians would have experienced/consumed the brand across media - TV, print, Internet, films and books) and there would be at least a 30% repeat consumer base. At least one out of three Indians would have consumed it more than twice.
Brand Loyalty• Brand loyalty is more than simple repurchasing. True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behaviour. This type of loyalty can be a great asset to the firm. For example, if someone has brand loyalty to Company A he will purchase Company As products even if Company Bs are cheaper and/or of a higher quality.• According to Pareto Principle [The 80-20 Rule], 80% of sales of a company / brand comes from 20% of its total customers. Majority of this 20% consists of the loyal customers. In case of “brand” Amitabh Bachchan, he gains this loyalty for his celebrity fame from his loyal fans who will mostly use products endorsed by Amitabh Bachchan.
Brand Equity• Brand Equity is the added value endowed to product & services. This value may be reflected in how consumers think, feel, and act with respect to the brand as well as the prices, market share and profitability that the brand commands for the firm.(Kotler, Keller, Koshy, & Jha 2007)• Brand Equity is an important intangible value that has psychological and financial value to the firm.• In other words, high brand equity generates a “differential effect”, higher “brand knowledge”, and a larger “consumer response” (Keller 2003a), which normally leads to better brand performance, both from a financial and a customer perspective. Brand Equity Brand Perceived Brand Brand Awareness Quality Association Loyalty
AB comparison to SRK• The actor, who rules both the small and the silver screens, has entrenched himself so deeply in the endorsement arena that he is giving the King Khans a run for their money. According to media reports, Amitabhs take home last year was aroundRs.190 million ($4 million), which is far more than mega star Shah Rukh Khans who took home Rs.130 million (nearly $3 million). Khan’s earnings include his endorsement deals for Pepsi, Hyundai Santro and Lux.