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Old 28th December 2016, 10:49   #1
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Default Bollywood stars in commercial vehicle ads

Last night, while watching TV, I saw a commercial with Ajay Devgan. It was for Mahindra Blazo, which is the new HCV truck series from Mahindra. Today while reading the news, I saw that TATA has inked an agreement/contract with Akshay Kumar for their CVs. Now as far as I remember, I had never seen a celebrity in an ad for a truck in the past, definitely not an A ranking Bollywood celeb. Here are the links for the news-

http://www.exchange4media.com/advert...azo_63677.html

http://timesofindia.indiatimes.com/a...w/56199889.cms

The ad I was referring to, in case any of you have not come across it



While I can understand celebs endorsing cars because fanboys will buy a particular car just because his idol is the brand ambassador for it, but how true would this hold for CVs? Isnt CV sales a lot lot different from cars and bikes? What's your take on this?
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Old 28th December 2016, 11:26   #2
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Default re: Bollywood stars in commercial vehicle ads

Mahindra has negligible market share in Medium & Heavy Commercial Vehicle segment. So it makes sense for Mahindra to bring Ajay Devgan into the picture - to grab attention of potential customers. Note that the ad has a very clear and loud message about fuel economy. This helps.

If a manufacturer already has a significant market share in a particular CV segment (Eicher for school buses, Volvo of inter-city passenger buses, Tata & Ashok Leyland for heavy trucks), then Bollywood celebrities endorsements might not help much.

Related threads:

http://www.team-bhp.com/forum/indian...sell-cars.html (Celebrity Brand Ambassadors - Do they help sell cars?)
http://www.team-bhp.com/forum/indian...ar-makers.html (The Curious case of TV Advertising & Car Makers)
http://www.team-bhp.com/forum/commer...van-damme.html (Volvo Trucks Ad - Split by Van Damme)

Last edited by smartcat : 28th December 2016 at 11:31.
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Old 28th December 2016, 15:10   #3
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Default re: Bollywood stars in commercial vehicle ads

Tata Motors has just roped in Akshay Kumar as its brand ambassador for its commercial vehicle business unit. It seems that the CV-brands endorsement market is just about opening up. I personally believe this is an excellent move by TATA Motors and would reap good benefits.

Here is the link to a TOI article:
http://timesofindia.indiatimes.com/a...w/56199889.cms
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Old 28th December 2016, 15:18   #4
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Default re: Bollywood stars in commercial vehicle ads

Quote:
Originally Posted by smartcat View Post
Mahindra has negligible market share in Medium & Heavy Commercial Vehicle segment. So it makes sense for Mahindra to bring Ajay Devgan into the picture - to grab attention of potential customers. Note that the ad has a very clear and loud message about fuel economy. This helps.
So Manoj Bajpai for Mahindra Jeeto and Ajay Devgn for Blazo? Or was that Jeeto ad a one-time thing between Manoj Bajpai and Mahindra.

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Old 28th December 2016, 15:20   #5
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Default re: Bollywood stars in commercial vehicle ads

Quote:
Originally Posted by smartcat View Post
Note that the ad has a very clear and loud message about fuel economy. This helps.
Completely agree with you but what am still thinking is, they could have given the same message without having a leading bolly celeb in the ad. That would have saved them a few crores of the endorsement as well

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Originally Posted by turbo1787 View Post
Tata Motors has just roped in Akshay Kumar as its brand ambassador for its commercial vehicle business unit.
Here is the link to a TOI article:
http://timesofindia.indiatimes.com/a...w/56199889.cms
Have already posted the same link in my post along with the details

This is what actually got me thinking and urged me to start this thread.
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Old 29th December 2016, 12:59   #6
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Default Re: Bollywood stars in commercial vehicle ads

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Originally Posted by centaur View Post
Last night, while watching TV, I saw a commercial with Ajay Devgan. It was for Mahindra Blazo
Ajay Devgan is a long-time brand ambassador of Mahindra. He also owned the first Scorpio. IIRC, his was a Scorpio Petrol which suffered miserable reliability.

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Old 29th December 2016, 21:07   #7
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Default Re: Bollywood stars in commercial vehicle ads

Brand Ambassador's for Commercial Vehicles is more of brand building. There need not be a tangible benefits immediately. That's the reason, stars endorse the brand rather than Product which is common in cars.
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Old 29th December 2016, 21:13   #8
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Default Re: Bollywood stars in commercial vehicle ads

Mahindra can increase their market share in this segment if they hire a consultant who will hopefully ask them not to name their products JEETO, HAARO and BLAZO. I wonder when this "O" obsession will end.
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Old 30th December 2016, 09:31   #9
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Default Re: Bollywood stars in commercial vehicle ads

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Originally Posted by GTO View Post
Ajay Devgan is a long-time brand ambassador of Mahindra. He also owned the first Scorpio. IIRC, his was a Scorpio Petrol which suffered miserable reliability.
True and that's absolutely understandable because it's a car. Akshay Kumar (untill now), SRK etc. all are ambassadors for either cars or bikes

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Mahindra can increase their market share in this segment if they hire a consultant who will hopefully ask them not to name their products JEETO, HAARO and BLAZO. I wonder when this "O" obsession will end.
True that.

Probably such names are used so that the rural folks find it more appealing and home like than others
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Old 2nd January 2017, 13:00   #10
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Default Re: Bollywood stars in commercial vehicle ads

Quote:
Originally Posted by smartcat View Post
Mahindra can increase their market share in this segment if they hire a consultant who will hopefully ask them not to name their products JEETO, HAARO and BLAZO. I wonder when this "O" obsession will end.
The only odd ones from thePV lot is NUVO SpOrt and Thar..
In CV Tourister , Alfa , Loadking
Mahindra continues the "O" series in Farm Equipment as well. New tractors Yuvo and Arjun Novo.
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