Happy Birthday, Amitabh Bachchan: The Big B of Brands

As Amitabh Bachchan celebrates another milestone birthday, it’s not just his illustrious career in cinema that stands tall—his role as one of the most enduring brand ambassadors in Indian advertising is equally remarkable.

Over the years, "Brand Amitabh" has evolved, blending gravitas with humour, tradition with modernity, and personal trust with public authority. Whether it's in health campaigns that aim to save lives or quirky tech ads that bridge the generational divide, Bachchan, who turns 82 today (October 11), has mastered the art of staying relevant across audiences young and old.

His ability to connect with multiple generations has made him a favourite for brands, whether they’re marketing nostalgia, family values, or cutting-edge technology. As the megastar turns another year older, his advertising legacy remains as powerful and dynamic as ever, continually reinventing itself to resonate with everyone—from millennials exploring new technologies to older generations looking for a trusted voice.

One of the most remarkable aspects of Amitabh Bachchan’s advertising career is his ability to engage audiences across age groups. Whether it’s the nostalgic appeal of his golden era in Bollywood or his adaptation to modern trends, brands have leveraged his persona to appeal to a wide demographic.

Older Generations: Trust and Tradition

Bachchan’s long-standing authority and credibility have made him a favourite among older generations. Ads like the Parker Pen commercial and the Emami Navratna Cool Oil campaign evoke a sense of trust, tapping into the nostalgia that surrounds his career. These are brands that rely on tradition, much like their target audience, and Bachchan represents the same sense of dependability and heritage.

His role in the Shingles Ad (MyVaxHub) focuses on health, further enhancing his image as a trusted voice among older audiences who look up to him for guidance in personal well-being and safety.

Middle-Aged Adults and Millennials: Family and Legacy

For middle-aged adults and older millennials, Amitabh Bachchan’s appeal lies in his ability to symbolize family values and legacy. In the Kalyan Jewellers campaigns, Bachchan is portrayed as the patriarch of an Indian family—a role that resonates deeply with those who value tradition and familial bonds. The ads play on the emotional connection that this demographic has with him as both a father figure and a representation of continuity.

His association with Cadbury Dairy Milk also plays on a long-standing connection with audiences. A brand tied to celebrations and everyday joy, the ads featuring Bachchan appeal to both younger and older generations, as they represent moments of shared happiness.

The Samsonite Bags and Boroplus Cream ads further reinforce his reliability for a demographic that associates him with quality and trust. These brands often target professionals and households, making Bachchan the perfect ambassador to speak to both established and upcoming generations.

Younger Generations: Adaptation and Relevance

Despite being in the industry for decades, Amitabh Bachchan has effortlessly adapted to appeal to younger audiences. One of the best examples is his humorous role in the Amazon Alexa ad, where he interacts with the device, showcasing his ability to keep up with technology and stay relevant in the digital age. This ad cleverly bridges the gap between his legacy and the tech-driven lifestyle of Gen Z and millennials.

In the FirstCry ad, Bachchan's role as a guide and elder resonates with new parents—millennials who are building their families. His trustworthiness makes him an ideal spokesperson for a brand that caters to the next generation.

Similarly, his presence in the Manyavar campaign for traditional Indian attire connects with a younger audience preparing for major life events like weddings, but with a modern twist. The ad balances the past and present, making him relatable to both the youth and their families.

Universal Appeal: Crossing Generations

What makes Bachchan’s brand appeal truly unique is his ability to cross generational boundaries. Ads like the Maaza campaign or the iconic Maggi commercials, both old and new, have a universal charm. Whether it’s a nostalgic throwback to simpler times or a fun, light-hearted moment, these campaigns connect with everyone, from the elderly to children.

His appearance alongside Shah Rukh Khan in the Everest Spices ad is a perfect example of how Bachchan can share the screen with today’s superstars, further cementing his relevance in modern pop culture. The collaboration appeals to both older fans of Bachchan and younger fans of Khan, making the campaign a hit across generations.

Social Cause Ads: The Responsible Icon

In addition to commercial brands, Bachchan’s presence in social cause campaigns has made a significant impact. His work in the Swachh Bharat Mission, Polio and Vaccination Campaigns, and Gujarat Tourism’s "Khushboo Gujarat Ki" have shown his dedication to causes that matter to society. These campaigns resonate with audiences of all ages, positioning him as not just an entertainer but a responsible citizen who contributes to the country’s well-being.

The Gujarat Tourism campaign, in particular, is a standout example of how a brand associated with cultural heritage can benefit from Bachchan’s gravitas. His authoritative voice, paired with stunning visuals of Gujarat, makes the state’s tourism pitch compelling for both younger explorers and older tourists looking for a deep cultural connection.

Let’s look at some of Bachchan’s memorable campaigns: