New Delhi : Using a fresh face as a brand ambassador gives the audience a new perspective and enables to widen the brand’s reach. The government’s selection of Amitabh Bachchan as its Tourism brand ambassador (the Incredible India campaign) personifies its unwillingness to take on a fresh face as its ambassador. Although there is no doubt of Mr. Bachchan’s influencing persona, the government may have unknowingly pigeon-holed itself to a safe zone in terms of reaching out to a newer audience.
An ambassador embodies the true spirit of the brand, and is often selected for his or her unique personality with which the brand resonates. For instance, Tata Motors recently tied up with Argentinian star footballer Lionel Messi, an awe-inspiring man driven by self-belief and loved by football fans the world over, especially the youth. Similarly, Micromax signed on Hugh Jackman in 2013 in order to position itself as an international brand. These brand endorsers have helped their brands to expand their footprint across the globe in various international markets.
About TRA (formerly Trust Research Advisory):
TRA, a Comniscient Group company, is an actionable insights and brand intelligence company dedicated to understanding and analyzing stakeholder behaviour through two globally acclaimed, proprietary matrices of Brand Trust and Brand Attractiveness. TRA was conceived in 2008 to decipher, analyze and measure Brand Trust, to make it universally understood and easily applied. TRA conducts primary research with consumers and other stakeholders to assist business decisions and give brands insights on solutions to consumer behaviour. TRA provides Competitive Intelligence Reports mined from its 11 million data-points on brand intangibles of 20,000 brands, and also undertakes custom-made studies for brands. TRA is the publisher of The Brand Trust Report, India’s Most Attractive Brands & India’s Most Trusted Educational Institutes.