The Brand Jesters!
The world around us is a logical existence. Everything has a meaning and relation. Things that happen around us are for a reason. By nature our tendency is to seek out a logical reasoning for almost everything around us. But the human brain is much more complicated to be concluded in one single sentence as above. This complexity is mainly due to the capability to adapt and the ability to learn. The more we are exposed to something, the more the brains learns adapt to it. The brain can be influenced, controlled and even exploited, given a little dosage of persistence and effort.
Movies for instance, have taken us to a different dimension. It has altered the way of living forever. Movie stars and celebrities have affected our lives to a great extent. Deep inside us, we all know that the celebritires are nothing but celluloid dummies who are controlled by strings woven by marketers and producers. But, still people blindly try to mimic them and follow their lifestyle.
Remember Mojo Jojofrom the powerpuff girls? The mad chimp scientist, who often uses his power to hypnotize the city of townsville. He makes people follow his orders and behave like monkeys and he gets his nasty stuff done. Celebrities are synonymous with Mojo Jojo.
Let me not go into the movies as such. Ill just think aloud with respect to celebrities and brand endorsements specific to Indian media.
Do you seriously believe SRK drives around a Hyundai Santro?
Does Genelia always uses Parachute oil? Is that the secret of her beautiful wig?
Katrina drinks only Slice at her shooting spot?
Is it because of Nokia, Priyanka chopra is a popular among her contacts?
Sachin’s energy is directly derived from Boost?
Are clothes as white as worn by Sonali Bendre after washing it with Nirma?
Obviously none of the questions return a positive answer. But still, why do we tend to pick up the brands endorsed by the celebrities? Why do we tend to think, “If I buy and use it, ill be just like him/her”. Don’t we all realize we are being Mojo-Jojo’d by those marketing monkeys out there? Today a brand is supported by a celebrity, and next day the competitor pays him more money and he will jump his stand. So will you ditch your Santro midway and get a Tata Nano, if SRK is signed up for that?
My strong feeling is that the movies are purely for entertainment purposes. The movie stars are entertainers and they must be kept at bay. These jesters must be restricted to the blue and silver screens. They must not be let into our kitchens, bedrooms, living-room and bathrooms to govern our lifestyle.
A product must be chosen, if it serves the purpose and logically fits into our requirement. It must always be a buyers market and must never be a seller dominated market. We must get ourselves back to the top of the food chain. We must make our own rules! Nobody can tell us what to do!