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The popular Bollywood actor Shahrukh Khan has been a brand ambassador for the online grocery company Bigbasket for almost 3 years now.
The company had attempted to create a new Bigbasket by giving it a new look and had popularly asked “Shahrukh Khan is a Bigbasketeer! What about you?” to their potential customers.
The company had brought the actor on board with a single aim i.e. to create a mass appeal for their brand.
The popular Bollywood actor Shahrukh Khan has been a brand ambassador for the online grocery company Bigbasket for almost 3 years now. He was first announced as the face of the e-grocer in the August of 2015. The company had attempted to create a new Bigbasket by giving it a new look and had popularly asked “Shahrukh Khan is a Bigbasketeer! What about you?” to their potential customers.
Getting a popular and beloved actor like Shahrukh Khan helped Bigbasket to reach the masses. They were hoping to cash on into his charm and attract new customers. When this announcement was made it was a little strange for some that Khan had backed an e-grocery store. However, the company had brought the actor on board with a single aim i.e. to create a mass appeal for their brand.
In the official statement, Vipul Parekh, Bigbasket’s co-founder said that the brand had selected Khan as his universal appeal isn’t exclusive to a particular age group, geography and gender. This was highly important for a national brand like Bigbasket which has a wide audience.
SRK also has the ability to get under the skin of any character quickly and make him relatable to the audience. It was highly important for the customers to relate to the brand ambassador of the brand for Bigbasket.
In 2015, Bigbasket had received huge funding of $50 million from Bessemer Venture Partners. They were planning on expanding to 50 new cities by the end of 2015. Hence the choice of getting a popular Bollywood actor to endorse their brand seems to be justified.
As the company continued expanding their product line, adding new business lines and starting businesses in new cities, a versatile national icon like Shahrukh Khan helped them project the proper image of their company to the masses.
Having spent decades in the film business, Khan is the number 1 choice of brands for endorsements due to his intelligence, charisma and acting performances. Over the years he has worked with many big brands for products ranging from soft drinks to automobiles and of course e-commerce brands like Foodpanda and Bigbasket.
The amount charged by Khan to endorse Bigbasket isn’t yet been disclosed but it is a well-known fact that the actor charges 4 Cr per day for advertisements. The brand did comment that while the endorsement deal with the actor is clad by an NDA but the fees for the same it isn’t as little as they would have liked to be but it isn’t as much as everyone has speculated it to be.
The actor featured in many AD campaigns for the online grocery website across all mediums like print, radio, TV and outdoor. In the TV commercial for the brand, Khan can be seen picking out groceries saying that this is what his role at home is. In another AD, Khan can be seen not just ordering the groceries using Bigbasket, but also actually physically receiving the delivery for the same much to the surprise and delight of the delivery agent.
The co-founder of Bigbasket, Hari Menon has said that while Khan’s endorsement has helped them gain massive visibility, he can’t make people buy products and the conversion of the customers has to be done by the company itself.
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