Move over Beckham, SRK's here

It was always a small world. Now, it's getting even smaller. At least, for the advertiser.

Living in the times of global brands, it really does not matter where you are. Brands, their architecture and communication, are increasingly looking similar - whether you are in Tahiti, Tokyo or Timbuktu.

Otherwise, how will you explain a Korean company using Indian actors to sell cars in Europe?

When Hyundai Motors of South Korea decided to run Santro Xing commercials featuring Shah Rukh Khan and Preity Zinta in European countries, it must have made sense to the Hyundai bosses because the duo represented the youthful and effervescent nature of the brand. No wonder, Hyundai felt that there's a great fit in roping in a Shah Rukh Khan - or SRK, as he is popularly called - to wow audiences in far off Europe, and especially in those regions with a fair population of ethnic Asians.

Even multinational softdrinks company Pepsi has used Indian commercials - the summer campaign of 2003, to be precise - in the Middle East. With the likes of Sachin Tendulkar or an SRK plugging for the product in a Bollywood and cricket crazy region, little wonder that these advertisements were an instant hit.

Sportswear giant adidas too has seen the potential of attracting the attention of prospective customers by using Indian celebs. As part of a strategy to globalise the use of its sports icons across relevant markets, the company is now working on a strategy to build up its Indian brand ambassador Tendulkar as a global icon. When that happens, Sachin, may be seen on the brand's international advertising, flanked by David Beckham and Anna Kournikova.

One reason for using Indian stars in overseas markets is the presence of a large number of people from the Indian subcontinent in those markets. It's a well known fact that these celebs are lapped up by the glamour-struck NRI and NRP (non-resident Pakistani) communities.

Why only among expats? Amitabh Bachchan is a big hit in Egypt besides parts of Asia and Africa. So, apparently, is SRK in Singapore and other counties of Asia. It follows, Tendulkar's English or Australian fans are going to love it, if he endorses adidas products in those countries.

Who knows if Aishwarya Rai would become an international star after Gurinder Chaddha's "Bride and Prejudice" is released? Will Coke be tempted to use Ash as a global ambassador then?

The fact remains that Indian celebrity-models have started rocking the international scene. Sure, it will take them some time to first reach, and then finally overtake the super-iconic stature of a David Beckham or a Tiger Woods. But we are definitely getting there. © 2004 agencyfaqs!