Celebrity Chef Sanjeev Kapoor makes a strong case for Celebrity Brand Endorsement
04/10/2013

Sanjeev Kapoor, the iconic Indian Celebrity Chef is now the brand ambassador in the GCC region for the Rainbow brand of evaporated milk. The Rainbow brand is a Friesland Campina product, and has been in the region for more than 56 years.

Online PR News – 10-April-2013 – Dubai – Brand endorsement by celebrities have always been under scrutiny by many. Is it worth the trouble, the investment? Do end users actually connect (read buy a brand) just because a popular celebrity is endorsing it? There have been questions galore and the jury still is out on that issue. Thankfully, there have been strong exceptions in this case as well.

Sanjeev Kapoor, the iconic Indian Celebrity Chef is now the brand ambassador in the GCC region for the Rainbow brand of evaporated milk. The Rainbow brand is a Friesland Campina product, and has been in the region for more than 56 years. Friesland Campina ( A Dutch company) is the world’s largest dairy association of more than 14000 farmers from Netherlands, Germany & Belgium.

The brand communication for Rainbow has primarily been driven by Television, Radio & Print with the Celebrity Chef Kapoor being the main driving brand protagonist and largely aimed at connecting with the brand with the second generation of Asian expats from the Indian sub continent. The campaign has been running across all the major TV & Radio networks in the UAE and leading lifestyle magazines over the past few weeks and seems to have struck an instant chord with its intended target base.

Known for his discerning taste, Sanjeev Kapoor will help the Rainbow brand strengthen its connection with the seven million strong South Asian population living in the Middle East and deliver Rainbow’s message of being the perfect match for tea.

Sanjeev Kapoor said: “As a regular visitor to the Middle East, I have enjoyed the exceptional taste Rainbow Evaporated Milk adds to my cup of tea! Rainbow is a symbol of high quality and tasty dairy products and I am proud to be associated with a brand with such high standards. ”
Suresh Dinakaran, Group CEO, ISD Global echoes this sentiment. “It will be naïve to assume that all celebrity brand endorsements deliver what it ought to be doing, in fact, far from it. But Chef Kapoor has been a dominant exception with a lineage of endorsements that he has been associated with for over several years. We are not surprised that the Rainbow brand has generated augmented interest and customer attention because of the Chef’s association. It’s a perfectly happy intersection of the brand traits meeting the Celebrity’s perceived value that is driven by competence, reliability, trust, value and global appeal”.

ISD Global works with the Celebrity Chef Sanjeev Kapoor to manage and market his global brand endorsements across multiple categories that go beyond the food & kitchen. “Any brand that is telling a story built on the edifice of trust, competence, reliability & global appeal becomes an ideal fit for a brand endorsement by Chef Kapoor. He enjoys iconic status which subliminally gets migrated to his articulation of the brand’s message. There is no hard sell but pure, sincere conviction and that is what works immensely well for all the brands associated with him “, concluded Dinakaran.

ISD Global also engages closely with representatives of major Hollywood and Bollywood Celebrities including the likes of George Clooney, Brad Pitt, Julia Roberts, A R Rahman, David Guetta etc and helps brands find their match based on objectives, market, positioning, profile & budgets
Brands wanting to work with the Celebrity Chef Sanjeev Kapoor as brand ambassador or engage with leading celebrities from Hollywood or Bollywood can write to ISD Global on info@groupisd.com.

ISD Global operates at the future ready, cutting edge intersection of strategy, creativity, technology and consumer and helps build, grow, nourish and reengineer brands across multiple categories and disparate markets. A sneak preview of ISD Global’s creative work can be had from www.groupisd.com and one can download their publication BRAND KNEW from www.brandknewmag.com