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The idea of using a black-and-white background has not occurred to Cherry Blossom alone. Apple came out with an ad featuring black and white video footage and print ads featuring legends like Albert Einstein and Pablo Picasso. The ad ended with the image of a young girl opening her eyes (as if)to see the possibilities before her. Everyday, the ad featured a different historic figure, with a small Apple logo and the ‘Think Different’ slogan. The idea was to convey that although the world may perceive these (historical icons) as rebels, troublemakers or crazy – Apple sees them as geniuses, because people who are crazy enough to think they can change the world, are the ones who do – just what Apple does in its labs. The campaign, completely in line with Apple’s brand positioning, was a hit.

The idea of using historical icons as ambassadors is catching on fast in India. State Bank of India, the nation’s largest public sector bank, recently launched a print campaign with pictures of its celebrated account holders in the distant past viz. Dadabhai Naoroji, J.R.D. Tata, J.C. Bose, among others. As per the agency, the idea is to establish SBI’s ‘legacy and reputation’ in the mind of modern consumers.

For many, using historical icons as brand ambassadors is the safest bet (besides being economically cheaper), as there are little possibilities of controversies and criticism due to their present deeds. Remember, the quagmire that marketers found themselves in when Salman Khan drove his Land Cruiser over sleeping pavement dwellers in Mumbai or when Sanju Baba landed in jail. Millions of endorsement dollars riding on their backs gave sleepless nights to many. Guess it does pay sometimes to really go ahead and take Apple’s advice: ‘Think Different’!

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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