Amitabh Bachchan endorses a footwear brand for the first time in his career.
The legend of Indian cinema Amitabh Bachchan endorsing brand VKC became a landmark moment in Indian advertising. The legend was endorsing a footwear brand for the first time in his long career spanning 50 years and more. It was a landmark moment for all involved on the project. The contract took place at the peak of the COVID pandemic and the campaign ‘Celebrate Hard Work’ inspired India to work hard and take India out of the downturn induced by the pandemic.
Read the Storilines Press Release at the bottom of this page for more details about Amitabh Bachchan’s first.
LEAD CONTRIBUTORS
STRATEGY: &Matthai Strategy Consulting
STRATEGY IMPLEMENTATION: Breakthrough Brand & Business Consulting
STORIES FOR MEDIA: Storilines
MEDIA DISTRIBUTION: Concept PR, Mumbai
STORILINES PROJECT
- Media Story Concept Development
- Press Release Writing
- Photograph Caption
RESULTS ACHIEVED
Indian media at the national level and the regional level covered the news with enthusiasm.
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PROJECT
All India Press Release.
September 14, 2021.
Amitabh Bachchan endorses VKC, India’s hardworking footwear brand.
By associating with Brand VKC, Amitabh Bachchan for the first time in his long career spanning over 50 years has decided to become a Brand Ambassador for a footwear brand.
Amitabh Bachchan’s First in footwear is sure to rekindle India’s Hardworking Spirit in the pandemic times.
VKC Group has revolutionized the footwear industry in India by pioneering the PU footwear in the country to make it affordable for all Indians including the mass market segment. In the process, VKC Group became the largest selling PU footwear brand in the country.
VKC Pride became the most sought-after brand for its hardworking spirit and the most renowned footwear product for its value for money in the footwear industry.
Last month VKC Pride launched a new collection named EEZY by introducing a new technology in PU footwear manufacturing in India. The VKC Pride EEZY collection has the rare distinction of being India’s First SuperSoft PU Footwear.
“I am proud to associate with VKC and inspire the people of India to ‘Celebrate Hard Work’ to take India on top of the world through our collective spirit of Hard Work. And I am happy that with VKC, I am endorsing a footwear brand for the first time in my career”, said Amitabh Bachchan.
VKC Abdul Razak, Managing Director, VKC Group said: “VKC Group is honoured to associate with Sri. Amitabh Bachchan, the legend of Indian Cinema. I am sure Sri. Amitabh Bachchan would not only be a Brand Ambassador to the VKC Group but also inspire the footwear industry as a whole in India to come up with the best products, new fashions and innovations to compete with China, the global footwear leader in manufacturing.
VKC Group will soon launch the ‘Celebrate Hard Work’ campaign pan India with Amitabh Bachchan. The campaign is sure to inspire India to ‘Celebrate Hard Work’ as his own life is the best example of Hard Work with 50 years of Hard Work behind him.
“When we were formulating the strategy for VKC Pride, the two true characteristics of the product – Long Lasting and Honest Pricing helped us focus on ‘Hard Work and its Celebration’ to define the brand best to connect with its simple and straight-thinking mass audience. And with this brand voice of Hard Work, we didn’t have any other celebrity in mind other than Mr. Bachchan from the strategy phase itself before it was rolled into Brand Communication”, said Manoj Matthai, Founder, Strategist & Chief Creative Officer, Breakthrough Brand & Business Consulting.
