Bollywood today is not really about entertaining audiences with high quality, meaningful content but more about being glamorous, glitzy and larger than life. In stark contrast to Hollywood where some of the highest rated actors command millions of dollars as their fees, A-list Bollywood actors tend to earn more through brand endorsements than their movies. The opening up of the Indian economy, growth of disposable income and rise in youth population has resulted in a number of global brands establishing their presence in the country and when it comes to advertising their products, choosing the right brand ambassador is quite essential.
This is particularly true for some luxury segments where the product itself is more of status symbol and so the face of the brand also needs to be someone who is an aspirational figure and larger than life. One segment that has seen massive growth in India in the past few years has been luxury watches. So you have Shahrukh Khan who endorses Tag Heuer, Aishwarya Rai Bachchan who is associated with Longines and Aamir Khan who true to his class makes the most meaningful ads as the face of Titan.
With only the creme de la creme of Bollywood getting a chance to associate themselves with watch makers, it was only a matter of time before the super-muscular, Adonis lookalike with an awe-inspiring dancing ability was chosen as the face of one. Earlier this week, Rado announced Hrithik Roshan as its global brand ambassador. The Bollywood actor mirrors the Swiss brand’s mastery of breaking new ground and its uncompromising commitment to excellence. He also oozes style and confidence, mesmerising men and women across the generations, with his powerful charisma and athletic physique. Rado timepieces are destined to play the perfect supporting role for his appearances on and off-screen.
Commenting on the association, Hrithik Roshan was quoted as saying
I am proud to represent Rado, a brand that is futuristic and has pioneered the art of exploring innovative designs, materials and technology. With Rado I am hoping to find out more about the true essence of time.
Introducing the ambassador, Matthias Breschan, CEO of Rado said, “We are delighted about our association with charismatic Indian actor Hrithik Roshan. He is someone who truly matches the Rado DNA, as he is determined to achieve perfection and fully embodies the Rado Unlimited Spirit.”
Along with Aamir Khan and Farhan Akhtar, Hrithik is among the few intellectual actors in Bollywood and his association with any brand surely lends it a lot of credibility. It will now be interesting to see what Hrithik ends up doing in the TV spots for Rado, any guesses.