Doesn’t celebrity come with responsibility? How many star endorsers really use the things they promote? Two decades ago the BPL brand was king. As someone who was involved with the brand's advertising for several years, I feel a great sense of sadness that the brand has virtually disappeared. But the purpose of this piece is not to indulge in nostalgia, however enticing that prospect is, but to remind you of something that the brand experienced and which has relevance to what is happening today. At this time, probably in the late Eighties, the BPL brand was on top of the heap even as Amitabh Bachchan was picking up the shreds of his career that had been shot to bits and his much touted company ABCL was on the verge of closure. (This was pre-Kaun Banega Crorepati). It was then that BPL in a stroke of absolute madness (or so I thought) signed on the Big B to be its brand ambassador. Why, oh why was my reaction then and even now. Why would the brand, which was on top, sign on a sagging brand and an aging star?
