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Kareena shall join the elite list of Saif Ali Khan, Juhi Chawla and MS Dhoni as brand ambassadors for Pepsico's snack food products.
The brand ambassador in many ways is meant to do different things for brands at different times in their brand life cycles. While Lux uses endorsers who are reigning actresses of the day, every endorser gives the brand back its key proposition of `the beauty soap of the film stars' (`filmi sitaron ke soundarya sabun') a plug and a boost! There is indeed a queue among film starlets of every kind to be featured in a Lux ad. It is a sort of sign that they have arrived in Bollywood!
Brand endorsement is a way to go! A way to get your brand noticed amidst all the clutter that brands create in the marketplace...
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