Bagpiper is a leader in the Indian market. The company holds an Indian market share of almost 30% which is more than the double amount of its nearest competitor. Ajay Devgan is the present brand Ambassador for Bagpiper Whiskey. Bollywood stars have created a close relationship with this brand. Endorsements by Bollywood Stars are a very popular scenario in the recent days.
Bagpiper rules the Indian market for the last 30 years. Bagpiper and Bollywood are associated since the past 29 years. Generations of Bollywood stars have endorsed successfully for Bagpiper Whiskey. Everyday about 7.4 lakh bottles of Bagpiper Whiskey are sold thus making it a mega brand in the market. Bagpiper is also a great power in movie production and celebrity endorsement. The brand communication of Bagpiper is one of the richest in the market.
Bagpiper worked with several Bollywood stars for the last 29 years. Bagpiper worked with Bollywood stars like Dharmendra, Akshay Kumar, Sunny Deol and Shah Rukh Khan. Bagpiper Whiskey was the first brand to bring the celebrity endorsement culture. During the 80's stars like Ashok Kumar, Sanjeev Kumar and Pran were associated with Bagpiper.
Bagpiper always looked at the positive side of working with stars. Bagpiper planned to target the youngsters after the year 1988. This was the period when stars like Sunny Deol, Shah Rukh Khan, Akshay Kumar and Jackie Shroff came into the picture. Bagpiper used several themes to promote the brand. The popular themes included romantic, macho, sophisticated, approachable and youthful.
In their latest advertisements, Bagpiper approached Ajay Devgan as their brand ambassador. The advertisement is directed by Sanjay Gupta, one of the most stylish filmmakers. The tag line for the commercial remains the popular one "Khoob Jamega Rang jab mil baithenge tin yaar Aap, Mein Aur Bagpiper". Bagpiper has everything which includes style, machismo and strength and Ajay Devgan has it all.
With its developments during past 29 years in celebrity endorsement, Bagpiper is now concentrating on Bollywood movies. Popular movies like 'The Hero', 'Andaaz', 'Khel' and 'Dum' are associated with Bagpiper. Recently, Ab Tumhare Hawale Watan Sathiyo was associated with the brand. This not only promotes the brand through movies but also engages in some sort of celebrity endorsement within movies. Thus, any stars associated with the movies are included within these endorsements.
Bagpiper has therefore gained a powerful command over the Indian market through the endorsements by Bollywood stars and some of the Bollywood movies.
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