Masow had once listed Self-Actualization as the top most need for any human being. But the fact is, self-actualization is one of the clearest mandates for any brand as well and recently, Madhuri Dixit is doing this very well.
Enlisted below are the activities that she has indulged in, in her 4month visit:
- Judge in celebrity dance show ‘Jhalak Dikhla Ja’ on Sony
- Won a filmfare award for completing 25years in Indian cinema
- Performed with SRK on the Filmfare stage
- Appeared on Koffee with Karan
- Appointed as lifestyle ambassador of Food Food, a 24×7 Hindi TV channel
- Featured in a detergent ad [I think its Comfort but am not sure]
Whoever has being breaking the deals for her – her publicist or others – have done a fabulous job. Madhuri was never in the news so much even in her prime I reckon! But the precision by which her visit seems to planned is commendable. The mantra looks to have been: Maximum appearances – most noteworthy outlets [and obviously that would have ensured a lot of money too]
From a brand point of view, the same rules that apply to successful product brands, also apply to successful individual-led brands. A person can establish himself or herself as a strong brand by offering his or her target consumers a set of unique, relevant and motivating associations and reasons to buy – and Madhuri Dixit has appeared in all those places where her audience [target audience in marketing terms] is. [I doubt if that was a conscious strategy on her part though!]
Madhuri Dixit is obviously not the kind of brand that an Amitabh Bachchan, SRK, Sachin Tendulkar, Dhoni or Tiger Woods are, but then there are simple lessons to be learned from the way she has interfaced media and graced occasions in this short vacation of hers to India.
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