Already a star before she came to us, we helped re-engineer Priyanka Chopra’s brand values and worked on her brand extensions in Music, CSR, Endorsements and Social Media, handpicking the brands she partnered with, strategically craftintg her engagements and carefully redesigning her public persona. With this approach, Priyanka began to mean many things to many people. And, by virtue of that, to many brands.
We started by working with Priyanka on mapping her brand values as a movie star, helping her
establish exactly where she stood and what she stood for. It was only once this exercise was
completed that we could move on to the next stage:
We helped her partner with brands and campaigns better aligned with her image. This included the brand ambassadorship of the Blenders Pride Fashion Tour (including the Style Icon Blenders TVC) as well as relationships with ICICI and Zee Cine Awards, thereby extending her brand associations beyond regular endorsements. In keeping with her global presence, we negotiated global deals with Pantene as well an international jewellery brand, and at the same time tapped into her Indianness with the brand ambassadorship of Assam State Tourism.
In tandem with her social media team, we worked on campaigns in line with her re-engineered brand values.
We helped her formulate her UNICEF relationship by working with her on campaigns like NDTV Greenathon and NDTV Our Girl Our Pride.
We worked on monetizing her music launch in India to include getting Blenders Pride on board and doing a pub crawl with her to popularize the album.
