Here comes the political brand-wagon!

Can our netas replace abhinetas as ambassadors for big brands? The idea may not be so far fetched after all...
g_sheree@dnaindia.net

It was probably the marketing coup of the year - getting a Soviet statesman to promote a super luxury brand. No wonder, then, former Russian President Mikhail Gorbachev endorsing Louis Vuitton bags earlier this year created a stir.

Closer home, we’ve had Union Minister Renuka Chowdhury and MP Priya Dutt making their ramp debuts this year - the former for a close pal and the latter for charity.

While some think if politicians started endorsing brands in India it would give the advertising industry a much-needed break from the usual suspects (models, actors, sportsmen), others like former beauty queen Nafisa Ali think our politicians should stick to the jobs they’re being paid for.

“Politicians, especially in India, should definitely not endorse any product. Given the state of affairs in our country, it would be better they concentrate on fulfilling the promises they’ve made to people who’ve voted for them,” says Ali.

Fashion designer Wendell Rodricks, the man who some years back gave the Goa Police a much needed make-over, agrees with Ali. But his reasons have more to do with glamour, or rather lack of it, in the political arena.

“I wouldn’t even dream of roping in a politician as my showstopper, not even someone like Rahul Gandhi. Fashion and politics are two completely different worlds; there’s certainly no politician in my mind who is glamorous enough walk the ramp, except for actor-turned-politicians like Shabana Azmi,” he says.

Interestingly, ad film-makers in India are quite excited by this international precedent.

“I think brands should start propositioning politicians here immediately. It would be amazing to have a Laloo Prasad Yadav model ethnic wear or Praful Patel endorse a suiting - or even a luxe luggage brand. Both are such articulate, well-spoken men,” enthuses Kailash Surendranath.

Award-winning ad guru Prasoon Joshi says working with politicians would be a breeze because “they are much better actors.”

However, he feels ministers should refrain from endorsing brands. “I wouldn’t want to see my Prime Minister selling a product; some offices are sacrosanct,” he adds.

When we asked one of the younger, dapper and progressive Members of Parliament, Milind Deora, if he would ever turn model and he says candidly, “Why not? I don’t see any harm in it. Unfortunately, I don’t think I have enough value to sell anything - which is why no brand has come to me yet!”