Who is a better Brand Ambassador?

Hither I table my viewpoints from a yet another lunch-table-discussion. I am currently doing an assignment for ITC’s Lifestyle Retailing Business Division which deals with some reputed Brands including ‘John Players’. Although my work there is not even remotely related to Brand Positioning etc. but we happened to discuss the brand during lunch. During the normal discourse, our conversation naturally treaded to the topic of Brand Ambassadors. For the uninitiated, ‘John Players’ dropped Hrithik Roshan as their Brand Ambassador a few weeks ago. The reason as explained to me by an employee was such: “You see, ‘JP’ is our brand targeted at the youth and while signing a Brand Ambassador, we have to foresee ours as well as the prospective Brand Ambassador’s image for the next four years. We dropped Hrithik for two reasons. First, you cannot disagree that he is ageing. Maybe he doesn’t look old now, but four years down the line he would be close to forty, of course. Second, if we see his line-up of films, more prominently Kites and Guzaarish; they are more inclined towards presenting him as a mature actor, which certainly doesn’t go with the ‘JP’ image.” Must say I was impressed by the thinking that goes into selecting a Brand Ambassador.


So, now finally after much deliberation, they get on board none other than the current heart-throb and flavor-of-the-season, Ranbir Kapoor. Over the long weekend gone by, all placards in their corporate office were replaced to highlight their new face of ‘JP’. Seeing me glance over the new pictures, the same employee of ITC asked me, “What do you say? Who’s a better Brand Ambassador?” I simply smiled and said, “Not fair! To ask a girl to choose between Hrithik and Ranbir!” He laughed and so did I. I guess I managed to ward off his query at that instant and though the employee just wanted a layman customer’s viewpoint; I think it was an interesting question requiring an answer with deeper connotations. I don’t blame him for putting forth this question as he was no marketing guy to understand ‘Branding’ as such. But, a more explanatory answer was required here. My answer would not change – it is not I to decide who is a better Brand Ambassador but the reasoning that follows is certainly not related to a girl’s affections towards two hottest film stars of India.


‘John Players’ for me has till date signified unmatched style and stature along with comfort. One may ask why? The answer is very obvious. Hrithik Roshan, the Brand Ambassador for ‘John Players’ till now. He was the ultimate personification of stately style and carefree attitude in the print media campaign shot for ‘John Players’. Every picture of his spoke volumes of the stylish collection of ‘John Players’. Well, is it not why Brand Ambassadors are engaged for? Definitely yes. Now, the print campaign has been replaced by some wonderfully shot portfolio snaps of Ranbir Kapoor. He looks extremely handsome, refreshing and at-ease. His chocolate-boy-next-door image also enhances the effect of the collection.

What may be the similarities between the two? I would say, both are youth icons. Then again, both are often considered well-attired in general. Further, which is equally important for a brand like ‘JP’ having a mix of formals and semi-formals along with casuals in their collection, is the clean good-boy image of the two as against a bindaas bad-boy image. What may be the difference? While Hrithik is better known for his sense of style, Ranbir is known more for his comfortable everyday clothing. Every Hrithik appearance is attitude personified, whereas Ranbir always seems to carry the ‘Wake up Sid’ effect as if to say, “I am boy who has just come of age.” While Hrithik is a ‘greek god’, Ranbir is a handsome ‘everyday guy’. Now, the basic question: While it is easily understandable that Hrithik was succeeded by Ranbir due to their similarities, are their differences highlighted in the print campaign of ‘John Players’? Of course they are. So while, as I said, ‘John Players’ at Hrithik’s reign was portrayed as a stylish brand with oodles of attitude, in Ranbir’s age it will be presented as cool brand filled with easy-comfort. (One may notice that Ranbir’s facial expressions are same in all the pictures and his body language is more casual as opposed to Hrithik’s expressions and body language in the earlier campaign). Nothing is wrong with the two images. Both are targeted towards the youth and both campaigns are exemplary actually. But how does one answer the question, “Who’s a better Brand Ambassador?”


The answer may not be achieved from the audiences. They are bound to love both. The answer lies with the company. They have to decide what image they want associated with their Brand. If it was supposed to continue to be focused on style, then in my opinion the brand positioning experts of the company absolutely failed with Ranbir. But, if they actually intend to shift focus on comfort, then they have done a commendable job with Ranbir and couldn’t have asked for a better Brand Ambassador. They should themselves reflect and answer the question, “Who’s a better Brand Ambassador?”


P.S. As it is, ‘Provogue’ did not waste any time in signing Hrithik Roshan as THEIR Brand Amabassador as soon as he was freed from the legal boundations with ITC, and a case in point is their print campaign which is a stark contrast to the ‘John Players’ Ranbir’s campaign. Although, I absolutely despise Hrithik’s bearded-and-long-haired countenance in the commercials, I would still say that ‘Provogue’ deserves full-marks in using his looks well to support their ‘rebel’ image in their ‘Be the change’ campaign. Hrithik is amazingly portrayed as a hunk with the devil-may-care attitude in the shoot to support their casuals’ collections.