Monday, January 29, 2007
You will no longer see Abhishek Bachchan's "fida" campaign for Ford Fiesta. The Automobile giant Ford India has ended its popular brand endorsement deal with the actor.
The multinational car-making company was earlier planning to extend the deal, which commenced in December 2005. However, there has been no renewal of the deal this year. Ford India's Vice-President said that the deal which they had with the junior Bachchan to endorse Ford's new model Fiesta, will not be extended. He brushed off rumours of any demand of hike in the fees for the endorsement. He said that the split was mutually accepted by both parties. The main idea of the campaign was to introduce and reinforce the brand Ford Fiesta with a youthful and energetic face. Ford could not find a better bet than Abhishek Bachchan, with whom the youth could instantly connect. And now, Ford believes that the brand has got enough mileage through the actor. Therefore, they have terminated the deal.
Industry sources however, have a different story to tell. Reportedly, Abhishek walked out of the deal because Ford was not ready to pay a higher price to the actor, who is now at the peak of his career. His market value has gone up due to his B.O. hits like Dhoom 2 and Guru, and the blaring news of his engagement with Aishwarya Rai. Abhishek is now endorsing brands like Motorola, American Express and LG Electronics.
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