And now CEOs becoming models

Sorry, you are wrong if you think that only bollywood stars and cricketers can become models to promote particular brands. Fact of the matter is that some of the country’s respected CEOs of big ticket companies are now getting into the game, often as brand ambassadors for

their own ware.Pawan Goenka, the president of auto maker Mahindra & Mahindra’s automotive unit, turned a model himself to promote the multi-utility vehicle Scorpio from his stable. A PHD from IIT,Mumbai, Pawan was recently visible in the ad of Scorpio.

Mukesh Gupta, head of Delhi based Graphiads ad agency, feels that Ceos as models carry a much-needed credibility and assurance to the consumers.“If Ratan Tata campaigns for Nanoor Sunil Mittal campaigns for Airtel mobile phones, it would definitely make huge inroads. After all they are very respected among even the masses of the country.“If Harish Mahindra modeled for Scorpio, it would have been even better.

He is a suave and very well-known face in urban India,” he added. Now take the case of Dharam Pal Gulati, the 80 plus turbaned and bespectacled chairman of spice brand MDH, short for the quaint Mahashayan Di Hatti, has chosen to appear on the television commercials. "I was told by various senior officials of our group and friends that if I act in the ad campaigns of MDH, it would go a long way in establishing the image of our products. I accepted their suggestion. Since then the demand for MDH masalas has gone up manifold,” Gulati once said.

A few years ago, Rajeev Bakshi, the former Ceo of PepsiCo India, was also spotted in Pepsi ads after the cola maker faced charges from voluntary groups that the company’s soft drink products contained

harmful pesticide residue.” It was a conscious decision.

I sipped Pepsi in that particular ad so that that the nation should get the message that it is safe to drink it,” Bakshi said. Corporate watchers say that Vijaypat Singhania was the first corporate personality in recent memory to figure as a model, when he appeared in Raymonds suiting ad campaigns a few years ago. As he was known for his love of aviation, it fitted in.In the recent times, liquor baron Vijay Mallya also turned model for his Kingfisher Airlines. Earlier, the colourful chairman had campaigned for safe driving – something that went with the head of a liquor company.

Rohtas Goyal, the youthful chairman of the Omaxe group, can be seen endorsing the premium real estate that his company sells. But he has restricted himself to print campaigns. So far, my ad agency has given my pictures in a few campaigns. I do not think that I would ever act as a model in the ad campaigns of Omaxe in future,” Goyal said, without elaborating.

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