INM VOLUME 9
DISRUPTIVE
INNOVATION
PAGE 24
EMAMI FAIR AND HANDSOME S CREATED FOR
MEN OF FIRE
Fair and handsome has launched a campaign
called Fair and Handsome created for the men
of fire Associating with the roughness of men s
skin and equating the character of don played
by Rajinikanth to fire Fair and Handsome
leveraged the potential of the star without his
formal endorsement with the lines in its
advertisement
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Some men don t just have the fire they are the
fire So it seems to mark the start of a new
concept called surrogate endorsement where
in celebrities do not actually endorse the
product but their images or voices are used by
the brands to sway their popularity Even
though this is just a beginning of one concept
as new as surrogate endorsement it is
promising enough to catch up very soon given
the following enjoyed by several film stars
politicians and sport stars across the country
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