John Players has a new brand ambassador. The brand chose the current Bollywood hotshot Ranbir Kapoor as the new brand ambassador. Ranbir replaces Hrithik Roshan as the new face of cool. The brand is currently running a print/digital campaign featuring the new brand ambassador.
Hrithik had a tough run last year with most of the films ending up as flops. While Ranbir Kapoor is on a roll these days with plenty of hits and also critical acclaim for his roles. John Players want to cash in on the current success of Ranbir along with the " Cool " looks of the actor.
For a company like ITC which has plenty of cash flowing in to the kitty every year, changing brand ambassadors may not hurt very much. Hrithik and Ranbir are expensive assets and only a firm like ITC can afford to dump stars like Hrithik and opt for the current hotshot within a short span of time.
There is no doubt that Ranbir Kapoor makes an excellent choice for John Players. The actor has the cool looks and attitude and gels with the overall persona of the brand.
I feel that the brand is less aggressive on the promotion front. The brand's noise in the media is very less or rather goes unnoticed. Although some of the campaigns were good, the brand undertook sporadic bursts of campaigns. In that sense, the brand failed to capitalize on the power of the celebrity which endorsed the brand.
The brand is currently relying heavily on celebrity to stay ahead. In a sense, the brand has the tendency to fall into a celebrity trap. For ITC, the cost may not be an issue . But for the brand, it is suicidal to derive equity from an external source. The brand has a wonderful positioning of " Cool " quotient and it should try to like the Coolness to itself rather than rely on a secondary association. Parallel campaigns using other models or dress designs are necessary to derisk the over reliance on a celebrity.
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