John Abraham
John Abraham in an exclusive tête-à-tête with 4Ps B&M talks about his associations and his love for the Capital...
Whether it is skin cream for men or white goods, what is that one thing that you look to finalise the list of product endorsements?
I basically look for two things before finalising a product for endorsement. One is the brand positioning and second is the perception of the product in the mind of the consumer. The right perception is about the goodwill in the minds of the consumers. If they are watching the commercial and do not feel good about, it then it is solely for monetary reasons.

That means besides the product attributes, money is also quite important, right?
Well I would say that it is a combination of both. I am very honoured to be a part of the Bollywood and share the same space with great actors and cricketers. But again, I would say that it makes sense to endorse only when you are attached to a particular brand that is growing exponentially.

What is that one thing about Delhi that you like and dislike?
There are a lot of things that I have in my list for Delhi as it is a very lively city. But if I have to pick one, then it has to be surely Delhi girls as girls out here are quite pretty. However, there is nothing in particular that I dislike about the Capital as it one of the best places to be in.

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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