BigBasket ropes in Shah Rukh Khan as brand ambassador

Online grocery store has roped in actor Shah Rukh Khan as brand ambassador..
BigBasket ropes in Shah Rukh Khan as brand ambassador
Online grocery store has roped in actor Shah Rukh Khan as brand ambassador..
The company announced it through a series of tweets on Saturday. "We've got a brand new look! Experience the all new BigBasket!" the tweets said. This was followed by another "Shah Rukh Khan is a BigBasketeer! What about you?"
Vipul Parekh, co-founder of BigBasket, declined to give the financial details of the deal. "The endorsement fee is under NDA (non-disclosure agreement), so I may not be able to give you an accurate figure. However, it is not as little as we would have liked and not as much as what everybody believes it to be," he said.
"We have selected SRK because of his universal appeal, which cuts across age, gender and geography. For a mass market national brand like BigBasket, that was very important since we appeal to an equally wide audience," said Parekh. "SRK has the ability to get into the skin of the character and embody it with a lot of believability. We felt it was important that people could relate to the BigBasket brand ambassador." The company is doing a campaign that covers all channelsprint, TV, outdoor and radio.
"We will be breaking our TVCs featuring SRK next week and expect to make a significant impact on our business with them. We have a long-term contract with SRK which is renewable annually. We expect him to be a consistent brand icon for us," said Parekh.
Khan is also the face of online fashion e-tailer, which is currently running #iamfan contest on its platform to promote the upcoming film 'Fan', in which the actor has the lead role.
"Ecommerce firms have lot of funds at their disposal and every player is trying to claim market share. For someone like BigBasket, they are trying to capture the significant share in the e-grocery segment. Engaging celebrities would help the brands to communicate with the masses and to show the investors the growth they have promised," said Aviral Jain, director of American Appraisal, a division of Duff & Phelps which provides valuation and related advisory services for business, financial, legal or tax purposes. "I think Shah Rukh Khan has been made the ambassador with a very clear objective in mind to make BigBasket a pan-India brand and expand its reach to small towns as well."
E-commerce brands are increasingly roping in Bollywood actors for endorsement of their ventures. While Bachchan is the brand ambassador for online retailer, Aamir Khan has been roped in as the face of online marketplace Snapdeal.
BigBasket recently raised $50 million in Series-B round of funding led by Bessemer Ventures with participation from existing investors, including Helion Venture Partners Ascent Capital and Zodius Capital. The company is reportedly looking to raise another $150 million soon.
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