Lessons brands can learn from 'cool and relevant' Amitabh Bachchan

As times changed and age caught up with him, Bachchan repositioned himself as a television artiste, a doting father, a devoted husband and later as a champion of health causes

A septuagenarian Amit-abh Bachchan engages in a puerile argument with a fellow passenger on a flight over a pack of an ethnic snack in a recent television commercial by Bikaner-based snack maker Bikaji. The brand is looking to hook the millennials with traditional Indian snack foods, a category that faces stiff competition from more “contemporary” products from global brands. 

Bikaji chose Bachchan to help expand its reach and also position itself as a “cool ethnic” brand. So “Amitji likes Bikaji” is its tagline. 

This persona of a “cool and relevant old man”, feel brand experts, is Bachchan’s biggest asset as a celebrity