Wednesday, March 7, 2012

Brand Equity Program on State Tourism

Watching BRAND EQUITY program on celebrity endorsement of state tourism.

Pleasantly surprised to note Gujarat has won the best state tourism award, ahead of Kerala & Rajasthan !
Brand Amitabh works, whatever experts feel ( on program!)
AB's endorsements cut across numerous product categories & brands. But, perhaps his endorsement of Guj Tourism just raises the brand awareness by a few notches ?!

The 'Rang Barse...' star has done smart commercials, elegantly conceived & executed.
Did not feel same about the latest campaign by Kerala Tourism though. God's Own Country has nothing 'Godly' or SSpiritual on their campaigns. May be time to add Kerala's unique multi-religious/cultural destinations, and other attractions ?  Also communicate more appropriate to the target audience ?

One of the experts spoke against using any celebrity and also due to non-availability of suitable candidate. Perhaps he may not be thinking beyond Mammotty/Mohanlal or Yesudas/Chitra ( deliberately not mentioning Sreesanth). But how about the latest superstar of Bollywood, Vidya Balan? Riding on the super success of her last film ( Dirty Picture ) and all accolades thereof, incl the national award just announced... Her current brand profile will be an extension of the latest Kerala Toursim campaign !! ( Pun intended)

In an earlier posting, I had predicted TN roping Rajnikanth, Mumbai approaching Sachin, etc ( SRK brand ambassador of Kolkotta). That may still happen !!

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