Abhishek in three characters

In Dutch consumer electronics company Philips' new commercial for its male grooming Katrina Kai, actor John Abraham's clones wrap their faces in different varieties of facial hair. In Idea Cellular's advertisements for its 3G services, Abhishek Bachchan appears in three roles, one for a generation of mobile technology, perhaps. Indian viewers, long used to their favourite film stars in double roles or triple roles, are now getting the same treatment from advertisers.
Yet othe other side, consumers are being watching that with clones of brand ambassadors in one campaign. Whether it's Priyanka Chopra for Samsung, Abhishek Bachchan for Idea or John Abraham for Yamaha and Philips, it seems one character is just not good enough. Brand expert Harish Bijoor calls it an effort to editorialize advertising. Using one celebrity over different innoviative has a value than doing the tried and tested. It is able to strike a deeper emotional connect with the new-age consumer.

Advertising filmmaker Prahlad Kakkar says it reflects the need for brands to reach out to diverse facets of the consumer. "These ads say that you can choose how you want to interact with the product. For instance, someone could be gay, straight, metro sexual or anything else. Point is that there are different interpretations shown by using the same character," he says. And it's working. Samsung, Philips and Yamaha say the commercials boosted their sales.Philips says its male grooming kit has been flying off the shelves since the 'Who U Gonna Be Today' television ad was first aired.

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