All for money!

Well, well,well. After my post of yesterday wherein I referred to stars endorsing sodas, little did I imagine that today, I would be commenting about them proclaiming their love for cities with a view to sell property!!!

Take a look at this pic. There are several issues that I find with, well, the issue in question!


Since when have Kajol and hubby Ajay – two of the most unlikely people ever, in my opinion – been signed on as Brand Ambassadors to peddle Bangalore? Isn’t this funny? Betcha Doddanna HDK is fuming that the rug has been pulled from under his feet. After all, hasn’t he done so much for Bangalore that his love for it – proclaimed or not – is visible to all and sundry?

Anyways, don’t get me wrong with my question above. I’m not even remotely mentioning that the duo are outsiders and as such, they have no business peddling Bangalore. My only grouse is with the advertising agency that designed the promotion. Why indulge in word play when its obvious that the duo are actually Brand Ambassadors for the developer i.e M/s Golden Gate Properties? Also, just where is the brand association? Does Kajol have a link with Bangalore? Did Ajay spend his childhood here? Was their daughter born here? Does the city hold any special meaning for them? Excuse me, have they even been here?

The concept of having couples as brand endorsers is as old as the hills and can help revive a sagging brand. Brand Bangalore may be bursting at its seams on account of several reasons mostly ineptitude, apathy and just plain incompetence. But this kind of wholesale subterfuge is just not on. Consider that the said developer in question does not have, according to his website, any project which has been completely finished. Several grandiose projects are only in the pipeline. As I was saying, nothing like then having a star couple to help sell them all. It would be nice to know for how long is this proposed brand association.

What is funny is that sometime last week Kajol – on prime time television, mind you – mentioned that of the 100 people she meets, she does not like 99 of them! I wish she had further clarified that the 100 people she is referring to are all within her industry and by her assessment, full of S**t? What does that make her then? Let me also not get judgemental here by saying that her attitude reeks of arrogance, and that such an intemperate statement does nothing but bring disrepute to her illustrious family.

So logically, we Bangaloreans have to reckon that she liked our developer friends so much that she readily agreed to endorse their & Bangalore’s brand.

Money talks, doesn’t it? What does it tell about one’s ( or the duo’s ) judgement?


Further reading here.

8 Comments so far

  1. psj (unregistered) on February 20th, 2007 @ 2:01 pm

    Swalpa Adjust Maadi.

  2. Ravi (unregistered) on February 20th, 2007 @ 2:06 pm

    Kanditha. Namma swabhava, alva? ;)

  3. Rajesh (unregistered) on February 20th, 2007 @ 2:25 pm

    Very Apt Ravi, this is another form of taking anyone for ride for anything!! the combination could have worked out weel for global brands ( sania endorsing malabar gold, kajol eating mari biscuits etc )but for local there is a big disconnect…

  4. Kishor (unregistered) on February 20th, 2007 @ 3:05 pm

    Their marketing blitz ended with a thud I guess!

  5. Ajith (unregistered) on February 20th, 2007 @ 3:34 pm

    Ofcourse, Kajol and her hubby are not “endorsing brand Bangalore”. They have just endorsed the “I Love Bangalore; I Love Golden Something; I Love Life” campaign which is to promote a new apartment project. It doesn’t even imply that Kajol and Ajay personally “loves” Bangalore.

    The “I Love Bangalore” piece is there probably to cause a marketing Buzz (Posts like this actually contribute to the Buzz). Yes, its just a marketing word-play and has NOTHING to do with Brand Bangalore.

    Maybe its better to ignore such trashy ads and than get emotional over “Brand Bangalore” being hijacked by some bollywood stars.

    (If it were to promote Brand Bangalore, don’t we have our regulars like Rahul Dravid, Anil Kumble and Vasundara Das!!! )

    And, Golden Gate Properties, the developer in question has a few completed projects. You can see the details here:

  6. Ravi (unregistered) on February 20th, 2007 @ 3:49 pm

    Thanks. Yes of course all this a way to create / generate buzz and garner some more publicity. But, here’s my twist to the famous saying – ” with publicity / popularity ought to come some responsibility.” Why claim to say you love something (particularly a city!) when its JUST part of an advertising line? Let them put their money where their mouth is and contribute x% of their earnings to lets say, Cheshire Homes or the Red Cross in Bangalore?
    BTW, here is where I got the details of their yet-to-be-completed projects :

  7. Mytri (unregistered) on February 20th, 2007 @ 4:42 pm

    Vijay Amritraj sells villas for somewhere in Bangalore :-)They look H-U-G-E.

  8. Naren (unregistered) on February 20th, 2007 @ 5:58 pm

    Actully u guys hav promoted golden gates Properties…

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