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1. BY
DEEPAK
SHAHID
SHEHZAAD

2. 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 [1992] 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[1984],Padma Bhusan[2001], 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……..

3. 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………

5. 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

6. • 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 Jewellers
AB senior, for per ad charges, somewhat Rs 1-1.5 crores which sometimes
amounts upto Rs 4-5 crores. Now that’s his stardom.

7. • 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.

8. • 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.

9. 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.

10. 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 A's
products even if Company B's 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.

11. 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

13. 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, Amitabh's take home last year was
aroundRs.190 million ($4 million), which is far
more than mega star Shah Rukh Khan's who took
home Rs.130 million (nearly $3 million). Khan’s
earnings include his endorsement deals for Pepsi,
Hyundai Santro and Lux.

14. End of This
Presentation…………