1. Amitabh Bachchan – The Brand

2. Presented by: Poonam S Dudhade – 10 Preceilla G Goswamy – 13 Mandar P Kurhekar – 23 Vikrant S Nashine – 31

3. Amitabh Bachchan – The Brand Born: October 11, 1942 Parents: Poet Dr. Harivansh Rai and Teji Bachchan School: Sherwood College, Nainital Degree: Arts degree from Delhi University Professional : Middle-level executive with a British firm, Kolkata Trade Mark: His baritone voice

4. Rise of The Brand AB  Debut in 1969: Film 'Saat Hindustani‘, failed at box office.  BOX Office Failure: 'Parwaana (1971)', 'Reshma Aur Shera (1971), ‘Anand’ (1971) 'Bansi Birju (1972), 'Sanjog (1972)', 'Namak Haram (1973), 'Saudagar (1973)‘  First Box Office Hit: ‘Zanjeer’ (1973) – Directed by Prakash Mehra, written by Salim-Javed.  The image of "Angry Young Man" fighting against a corrupt society fitted exactly with the social and political situation prevalent in the 70s.  Birth of a Brand – Amitabh Bachchan - AB

5. Brand AB  Representation of a common man Fighting against injustice in the social system 'Deewar (1975) 'Trishul (1978) 'Laawaris (1981) 'Shakti (1982)  So the brand managers of AB, used this theme of neglected by society and fighting against it to churn out more hits like 'Sholay', 'Do Anjaane', 'Don', and 'Naseeb', etc.

6. Values of Brand AB  Values:  Core : "Saviour”  Outer Crust : Toughness Determination Trustworthiness  S ymbolizes: Trust, Esteem, Respectfulness and Love  The brand concept of A-R-C, A – Autonomy R – Relatedness C - Competence

7. Fall of Brand AB  Need for re-invention of the brand with time  Repositioning  Changed political and social scenario  Changed career and joined politics  No guidance from Brand Managers  Left politics because of controversies - "Bofors" case  Damage of the core value of Brand AB - 'Saviour' of people  Unsuccessful attempt to extend the brand ‘AB’ to wider areas through formation of ABCL

8. Re-positioning of Brand AB  Hosting of the television show "Kaun Banega Crorepati (KBC)".  Core values of ‘Saviour’ were still maintained, by helping people achieve and win money  Attributes of ‘Achiever’ added to the core values  Mass appeal of the brand AB: Elegant dressing sense, both in classy suits and ties and in traditional Indian attires Brilliant communication in both Hindi and English languages Personality, acting sense and magnificent voice  Acted as a guide to people who wanted to be ‘Achievers’ by winning money  Filmmakers responded to this new brand image of AB as Achievers and came up with movies like 'Kabhi Khushi Kabhie Gham (2001)', 'Mohabbatein (2000)', 'Khakee (2004)', 'Black (2005)'

9. Competition to the brand AB  Changes in today's society and cinema audiences  Huge growth of ‘Young’ multiplex audiences  New age heroes who fit the brand image of young, relaxed and fun loving achievers like - Sharukh Khan, Hrithik Roshan, Saif Ali Khan. Brand Rahul of Kuch Kuch Hota Hai (1998) Brand Nick of Salaam Namaste (2005)  These new brands can connect to the young audiences more spontaneously.

10. Brand AB – It’s Lifecycle  Brand lifecycles are a lot longer, than product lifecycle determined by the Brand’s ability to re-invent itself  Brand awareness 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)  Brand Penetration 70%+ penetration (at least two out of three Indians would have experienced / consumed the brand across media – TV, print, Internet, films and books)  Consumer base At least a 30% repeat consumer base

11. Brand Endorsements by AB  Reid & Taylor - The Indian James Bond  Dabur – The Brand Ambassador  Maruti Versa – The Generation Gap - Father and Son

12.  Parker Pen  Brand ambassador for IIFA awards  ICICI  Cadbury’s  BPL  Nerolac Paints  Binani Cement  Pepsi  Hajmola  Emami Boroplus  Sahara City Homes  D’damas  Navratna  Max New York Life Insurance  Amitabh Bachchan Perfume & Deodorant by Lomani for men & women Brand Endorsements by AB

13. Brand AB – Social Impact  Polio Eradication Campaign  AIDS Campaign  Mobile Diabetes Testing Unit in Goa  65% of Social advertising on Indian Television  Very strong equity and a well detailed brand character map

14. Future of Brand AB  Estimated Brand Value – Rs. 700 Crores  19 Brands in 14 Categories  Over-Exposed Brand - Debatable  Emerging as Global Brand – Legion d’Honneur

15. Thank you for your kind attention