June 4, 2016 1:35:57 pm
There is no point delving into the absurdness of rumours that Shah Rukh Khan is becoming the Apple brand ambassador in India. However, this is a good time to look at how celebrities and tech companies have not been the most comfy bed fellows, notwithstanding the involvement of some of the biggest names in both tech and entertainment. Sample these 11 tech-celeb commercial weddings that did not quite deliver!
“Zen who” many said when they saw the Big B in an ad promoting a relatively unknown phone. The ad itself was entertaining enough but the phone brand did not exactly set the market on fire. The super duper star has moved on to LG since.
“I will dance with the one with the smallest” was the risque line La Basu used to push a really tiny Panasonic device. The ad got noticed, but the phone slunk out of attention. Was it because it was really too small? Who knows.
The superstar supreme for the leading phone brand – it should have been a marriage made in commercial heaven. But even though SRK did some great promos, they could not prevent the company from shutting its phone shop and handing over the keys to Microsoft.
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Many people felt that BlackBerry had pulled off a terrific coup when it got Salman Khan, still riding high on the Dabanng wave, to release its Playbook tablet in India. The Khan rocked the launch all right, but the tablet itself was a bit of a whimper.
The sight of Katrina Kaif washing the Xperia Z in water might have launched a thousand sighs, but it did not exactly have the sort of impact on smartphone sales that the big S was looking for. A classic case of a celebrity delivery visibility which did not translate into sales.
When HP got into the tablet/phablet segment, Deepika Padukone seemed to be the perfect brand ambassador for it. Unfortunately, it did not quite work out as planned and the Slate has been largely confined to the background of HP’s product portfolio.
When Sony’s iconic Vaio notebook series needed a boost in India, it got Kareena Kapoor onboard for a series of commercials, highlighting the looks, colours and convenience of the device. The commercials looked nice, but could not save Vaio.
The cynics might remark that if Salman Khan himself could not make the Playbook click, what chance did Ranbir Kapoor have of saving its parent brand? Well, he did arrive with a lot of fanfare but could not stop the brand’s seeming freefall. He moved to Lenovo soon after.
His ads were hilarious and represented some of the best advertising for mobile phones in India, but AB junior could not save Motorola from bowing out of the Indian market. The brand would return with a bang, but minus him.
Wynncom certainly had the right idea when it came to grabbing attention – the little known brand got a lot of publicity with its ads featuring Saif Ali Khan and Bipasha Basu. Unfortunately, it could not quite cash in on it.
Amitabh Bachchan, Zen Mobiles
Bipasha Basu, Panasonic
Shah Rukh Khan, Nokia
Salman Khan, BlackBerry Playbook
Katrina Kaif, Sony Xperia
Deepika Padukone, HP Slate
Kareena Kapoor, Sony Vaio
Abhishek Bachchan, Motorola
Ranbir Kapoor, BlackBerry
Saif Ali Khan and Bipasha Basu, Wyncomm Mobile
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