FEB 22, 2024
NimishAndAkriti
We have just been infomed that Nothing, Carl Pei's well-known venture, has a new brand ambassador. And it is none other than well-known Hindi film actor, Ranveer Singh. The actor has a massive following, is often in the news and is known for his energetic (some would say "hyper") personality. Nothing is a relatively new brand, trying to make its presence felt. Sounds like a match made in heaven, right? Well, definitely, at one level, but,.,.there IS a but!
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There is just one rather substantial catch - Ranveer Singh has endorsed other phone brands. And has done so in his typically hyper active, over the top manner. So it is not even as if he generally appears as a character in an ad, but has a very overwhelming presence. A presence that often stands out in a distinct manner. That is a wonderful thing for a brand, as it benefits from the energy the actor brings to his messaging and from the association! But...
The problem is that this energy starts getting dissipated the more brands it gets associated with. We remember thinking that Vivo had pulled off a masterstroke when it signed the Ranveer for its phones. However, a few years later, he was being the same over the top energy to Xiaomi, Vivo's bitter rival, and hailing its India head as "my main man." Now, it seems that it is the turn of Carl Pei to be his main man. Credibility might take a hit here.
We know that there is no restriction on celebrities moving from one brand to another. However, when they do so frequently and endorse rivals, their impact starts diminishing. Nothing is the third phone brand Ranveer has endorsed in about seven years - and each of them has been a rival of the other. We are sure he will bring his usual energy to Nothing...but for many, there will be an air of "been there, seen that for someone else" about it!