Latest News & Articles Back

October 29th, 2008 Akali Dal chief steers the brandwagon for cola and sweater Soft drink majors have not so far considered politicians as brand ambassadors. However, Shiromani Akali Dal chief Sukhbir Badal thinks he could easily be one. Badal Jr has been photographed so many times with a can of Diet Coke at press conferences that he thinks he has almost become the brand's ambassador. As per his own admission, Sukhbir mooted the idea with the Coca-Cola CEO also. "I am extremely fond of Diet Coke and apparently people in my state are well aware of one of my favourite beverages. You go to any Punjab village and you will certainly find Diet Coke cans. Some time back, I met the Coca-Cola CEO in a hotel in Delhi. I told him that, instead of paying hefty endorsement fees to filmstars and cricketers, they should consider me. But he just laughed it off," he says. The 45-year-old SAD chief adds: "I went to Damdami Taksal, which is a religious dera. When I accepted their offer for some refreshment, I was expecting that they would serve me milk or tea. But I was stunned when a chilled can of Diet Coke was served. In fact, I would get Diet Coke anywhere I go." Badal has had so much of the soft drink that he is now taking a break. "I have not been drinking it for the past two months because I realised my consumption had exceeded the idea of moderate limits," he says. The soft drink major, though, is happy to stick to stars as ambassadors. Coca-Cola India's official spokesperson says: "We are deeply honoured that such an eminent personality is a patron of our products. We, at Coca-Cola, believe that every person who consumes our products is a brand ambassador. As regards television commercials and other promotion activities, as per company policy we have only two—Aamir Khan and Hrithik Roshan." Prasoon Joshi, credited with the Coca-Cola campaign, says: "If a politician is charismatic and has an appeal, there is no reason why he can't lend value to a brand. But in India, there can be a slight issue of popular politicians being seen endorsing products. Their association with the company can be misconstrued." But Badal says politicians can be brand builders. He believes he began the trend of wearing Pringle sweaters over kurtas. "I always wear Pringle sweaters. The company knows it and now their Ludhiana factory makes sweaters specially...