Tag Archives: Aamir Khan

Expensive celebrity endorsements & inflation

Q1. Have you ever bought something just because your favourite celebrity was endorsing it?
Q2. Have you *not* bought something that *you wanted*, because a celebrity you disliked, was endorsing it?

If you said a “YES” for any of the questions above, you can go back to what you were doing before coming to this article; sorry – but this blog further, is not for you!

Celebrities charging a few lakhs for endorsement deals are passé; multi-crore deals are routine.

Aamir Khan’s in the news, ofcourse. Other than the success of 3idiots, he’s supposedly basking in the glory of making Rs.30-35 crores, being an “idiot”… A *damn* smart “idiot” though! 😉 Obviously, the success of 3idiots should’ve dug a deeper hole in UAE’s Etisalat’s pockets. Aamir is already endorsing a few others, like TataSky, Toyota Innova, CocaCola & Parle G. So more than movies, he’s obviously minting better with the ad deals. Now, why would he want to do more than 1 movie in an year? Eh?! 😉 He needs the time to do ads!

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Luxury chocolate gifts from Hotel Chocolat

Recently, we heard Shahrukh sign-up a new deal with DishTV for Rs.10 crores. We also heard Shahrukh Khan (SRK) received Rs.5 crores for a 10 minute (flying) visit to a marriage reception somewhere in Haryana. (No brand endorsement there, but he did “endorse the marriage”, mind it!)… So, didn’t DishTV get him real cheap? Eh?! SRK could’ve made that much in 2 marriages, or by even staying for 20 minutes in just one marriage instead!) 😉

Do you remember that most trade analysts had estimated the “brand value” of Amitabh, Abhishek & Aishwarya, after the Abhi-Ash marriage, to be around Rs.800 crores?! Unfortunately, I don’t suppose any of the “3bachchans” are milking their true “brand values” though, except maybe for the recent Lux ad series where, we heard, they were paid Rs.16 crores in all (package-deal).

There would be tons of such “crore-lories”! (FYI: lorie in hindi = lullaby)
Note: We’re not talking about broken multi-million dollar deals… The Woody Goody Tiger?! 😉

So, why do brands signup celebrities?

– To help the brand to gain (instant?) recognition (piggyback’ing on the celebrity’s following)
– To (supposedly) inherit the celebrity’s trust amongst the people (fans/followers & others too)
– To ensure easy, quick & sustained brand recall (Who said: “Go get it!” – and for which brand? Got it? :P)

Then?

– The brand gets the identification & recognition, it’d strived for (Unless, that celebrity is embroiled in a controversy or a scandal, a-la Woods!)
– The brand’s sales shoot-up (Everybody wants it? Huge demand, supply supply supply!)

After the initial promotional period, the product’s demand would shortly stabilise (typically reduce, but stablise… So supply stabilises too.). Of course, this assumes the product was good indeed.

Economics…

Now, most important, how would the brand’s company make back the money it paid the celebrity? (Aah elementary Dr.Watson, and did you think they actually liked the celebrity?)

Options (Choose one or more):

– The cost of the product is hiked (Ouch!)
– The cost of the product remains the same, but the quality is deteriorated a little, to save manufacturing costs
– The cost of the product remains the same, but the quantity in the packaging is reduced (Chhota pack?)

(Similarly applies to subscriptions & services too)

By opting for any 1 or more of the listed (and/or unlisted) options from above, the company would stealthily inflate the cost of the product to the consumer. (Sab ganda hai par dhanda hai yeh!)

And in turn, it is finally us – the consumers – who end up footing the endorsing celebrity’s bills! And we don’t stop there, we continue to pay it everytime we buy/subscribe to the endorsed product.

Typically about 30-60% of the marketing budget of companies is allocated for celebrity endorsements. So – if the companies could come up with some better method to gain recognition, build trust & cultivate brand recall in their consumers – the cost of the products could be reduced by atleast 30%.

So the next time you drink a CocaCola® Coke with a Parle® G biscuit in hand, after coming back from your office in your Toyota® Innova and switch on your TataSky® SetTopBox to pay & watch 3idiots – remember you’ve been made one too!

3idiots and Five Point Someone

I started reading Five Point Someone last week and finished it yesterday (17th Jan). In-between, I saw the movie 3idiots on Wednesday 13th Jan, when I had partially read through the book. That probably makes me one of the few (rare?) persons who partially read the book, saw the movie in-between & then completed reading the rest of the book. 🙂

Anyway… both were awesome! 😛

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Luxury chocolate gifts from Hotel Chocolat

Not intending to rake up (like I can!) the controversy that has now cooled down, but personally I feel the movie was not as much as 70% taken from the book – as claimed by Chetan Bhagat. It also isn’t as low as 10-20% as claimed by Rajkumar Hirani & Vidhu Vinod Chopra. Instead, to me, the movie seemed to be about 50% similar to the book. The basic story, the characters, the plot – except the climax – were all from the book.

The message was obviously stronger in the movie. As a lifetime subscriber & self-appointed advocate of the message, I’ve also always said (rather argued with many relatives/friends/contacts) that – the Indian education system needs a major revamp. Churning out graduates doesn’t do any good for the industry, which would eventually employ them. The syllabus is old, the teachers aren’t experts in the subjects they teach (they’ve also come from the system itself), the knowledge imparted is shallow & there’s no value-addition.

I could never study for an exam, but – when asked to implement/present a new concept, I’d delve into it wholeheartedly. Somehow exams never meant important to me. The seriousness never kicked in, except for the worry of flunking. As in the book, where Ryan says – mug mug mug & then puke in the exams.

Similarly, I also don’t completely agree to the recruitment system where candidates are first filtered based only on their “qualifications”, and not on their capabilities. We still read “Only B.E./B.Tech. candidates should apply” in the usual job ads. Why? I’d understand the need for it, if the job required specific engineering skills.

Back to the “review”… The characters in the movie were mixed up a little. If I may specifically mention:
– Aamir’s character (Rancho) in the movie was a combination of Hari & Ryan from the book
– Madhavan’s character (Farhan) was a more like Alok (w.r.t. artistic skill), than Ryan
– Sharman’s character (Raju) was obviously Alok, crystal
– Omi’s character (Chatur) was adapted from Venkat, but he had a lot more to do than Venkat

The concept from the “Hindustan Bol Raha Hai” BSNL ad, where in a remote village Deepika Padukone consults a doctor over a video conference while delivering a baby, was used in the movie when the guys delivered Mona’s baby. I wondered if the child would actually grow up to be a watchman. Yeah – seriously – throughout the movie, he/she reacted only to “Aal eej vel“… Right?

Instead of Ryan’s Lube project in the book, Rancho had the “ViruS Inverter”. Instead of Alok jumping from the top of the insti’s roof, Raju jumped from the window in ViruS’s room. The movie had the hilarious “teacher’s day” speech – which was not there in the book. The movie had the hospital sequence where Rancho & Farhan desperately try to revive Raju, again not from the book. The book did not have “Jahanpanaah, tussi great ho! Tussi toph ho! Tohfa kabool karo!“.

(I got a hilarious SMS, stating that the movie could’ve done much much better financially, if Kareena had done a “Jahanpanaah,… Tohfa kabool karo!” atleast once.) 😉

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Generic CA US 300*250

The book had a lot of Hari & Neha; missing from the movie. The book had the “Disco” – Disciplinary Committee; missing from the movie. The book had many professors, the movie only focused on Viru Sahastrabuddhe. The book had Hari’s interesting convocation dream, which also was missing from the movie. The book, obviously, did not have songs! (Whew!)

Many jokes/ideas/scenes were picked up from popular e-mails/pictures circulated on the internet, especially the 5 burqa clad women being photographed at Simla, the mixing up of the answer sheets after asking the supervising professor if he know the three of them, the use of pencil in space (US Vs. USSR, where USSR were the bright pencil users instead of spending millions like what the US supposedly did to get an anti-grav pen invented!) — then also the Rancho electrocuting the ragging senior’s scene – among others.

So – the screenplay was really a khichdi & not 100% original. To repeat Chetan Bhagat’s question – if the movie wins the Best Story award, who should go to collect it? I’d say – the movie shouldn’t be nominated for Best Story at all, after all – its not an original story. 😉

To conclude – disregard the controversy – “Aal eej vel” now!
AND, if you’ve not seen the movie, see it. If you’ve not read the book, read it. It really doesn’t matter, in my opinion, about which one you do first. But don’t miss any of them! 🙂