Online grocery store Big Basket ropes in Shah Rukh Khan as brand ambassador

31 Aug,2015

By Varun Jain

 

Online grocery store BigBasket.com has roped in actor Shah Rukh Khan as brand ambassador for an undisclosed fee. The company announced it through a series of tweets on Saturday.

 

“We’ve got a brand new look! Experience the all new Big-Basket!” the tweets said. This was followed by another- “Shah Rukh Khan is a BigBasketeer! What about you?”

 

Vipul Parekh, co-founder of BigBasket, declined to give the financial details of the deal. “The endorsement fee is under NDA (non-disclosure agreement), so I may not be able to give you an accurate figure. However, it is not as little as we would have liked and not as much as what everybody believes it to be,” he said.

 

It was reported earlier that actors Shah Rukh Khan, Aamir Khan and Amitabh Bachchan are learnt to charge  Rs 8-12 crore annually for e-commerce endorsements, which is 20-25% higher than rates for some well-known offline brands they currently endorse.

 

“We have selected SRK because of his universal appeal, which cuts across age, gender and geography. For a mass market national brand like Big Basket, that was very important since we appeal to an equally wide audience,” said Parekh.

 

“SRK has the ability to get into the skin of the character and embody it with a lot of believability. We felt it was important that people could relate to the Big Basket brand ambassador.” The company is doing a campaign that covers all channels — print, TV, outdoor and radio.

 

“We will be breaking our television commercials featuring SRK next week and expect to make a significant impact on our business with them. We have a long-term contract with SRK which is renewable annually. We expect him to be a consistent brand icon for us,” said Parekh.

 

Khan is also the face of online fashion etailer Yepme.com, which is currently running #iamfan contest on its platform to promote the upcoming film ‘Fan’, in which the actor has the lead role.

 

Source:The Economic Times

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