Ageless Wonder

At 80, brand Amitabh Bachchan has only got stronger, demonstrating the star actor's ability to constantly reinvent and stay relevant

-  KRISHNA GOPALAN

 IN 1996, BPL, then a well-known Indian consumer durables brand, did something interesting. With the intention of driving home that it was as good as anything imported, it signed on Amitabh Bachchan as brand ambassador for a new campaign. Through print and television advertisements, it was the first time one would see the superstar playing this role.

Twenty-five years on, Bachchan has been the face of an array of brands, including Cadbury Dairy Milk, Pepsi, ICICI Prudential, Emami (Navratna oil), Gujarat Tourism, Reid & Taylor, Dr Fixit, Dabur Chyawanprash and Kalyan Jewellers. The list is long and cuts across sectors.

Even today, Bachchan is everywhere, endorsing several brands, despite the fact that he charges a not-so-small 5-8 crore per endorsement. Without a doubt, brand Bachchan is well and getting better with age.