Nice article. On Thu, Feb 25, 2010 at 8:34 AM, Gopal Srinivasan <[email protected]> wrote: > Of Rahman and brand recalls > > Why is having A. R. Rahman as a brand endorser a tough undertaking?. > > Rahman is actually a difficult endorser. As a persona he comes through > as one that shuns it all. Bringing such a persona to the forefront of > advertising and branding could at times prove counter-productive. > > With music maestro A. R. Rahman winning many awards worldwide for his > music, is it not time for brands to use him in their advertising, as a > superstar? > > - S. K. Raman, Chennai > > Raman sir, I agree with you. A. R. Rahman has arrived on the firmament > of music excellence with a big bang. The recognitions are just pouring > in, quarter after quarter. > > There is really a state of under-use in the persona of Rahman as a > brand endorser, as of now. The most visible one has been the one in > which the now-defunct Worldspace Radio used him to optimal benefit and > visibility norms. > > Rahman's Grammy is an acknowledgement of musical genius and hard work. > I do believe it is all about the new fact that brilliance will find > recognition, it does not matter which geography it resides in. India > is a happening story as of now. It is about IT, ITES, Bollywood, music > and more. And Rahman is the latest icon. > > Rahman as a brand endorser is something that is to be considered > seriously now. Rahman is a brand in himself. It is important for this > brand to associate with brands that actually add value to the Rahman > brand rather than run in the pursuit of money and wide-spectrum > endorsements. To that extent, Rahman's work with the now defunct > Worldspace was an excellent fit. It added value to brand Rahman, and > in return Rahman had a positive rub-off effect on brand Worldspace. > The intelligent use of brand Rahman needs to be one of symbiotic use - > categories reasonably umbilical to the genius in terms of music, or > with categories that are all about excellence, rigour and perfection. > A bit like the fit we saw with Tiger Woods and what Accenture wanted > to say, until the recent events that rolled out. > > Keep one thing in mind, though. Rahman is actually a difficult > endorser. As a persona he comes through as one that shuns it all. > Bringing such a persona to the forefront of advertising and branding > at times could prove counter-productive. > > Whichever brand uses Rahman needs to build a completely organic story > of involvement. Nothing must appear forced. And that is a tough one. > > I do, therefore, believe that Rahman as a brand endorser will have > limited cues and limited appeal altogether, and this, in many ways, is > very good for Rahman. His image will remain intact, without being > eaten into by the canker of brand endorsement that on many an occasion > hurts and eats into the persona of the endorser. > > As far as price is concerned, I do believe he needs to demand a big > price now. He needs to endorse very few brands, but he needs to milk > the maximum value from those few brands. > > http://www.thehindubusinessline.com/catalyst/2010/02/25/stories/2010022550110400.htm > > > ------------------------------------ > > Are you searching for a reason, to be kind? > <b> > Explore, Experience, Enjoy A.R.Rahman - The Man, The Music, The Magic. > Only at arrahmanfans.com - The definitive A.R.Rahman e-community. > > Homepage: http://www.arrahmanfans.com > Admin: [email protected] > To Subscribe: [email protected] > To Unsubscribe: [email protected]! Groups Links > > > >
-- Anil
