Abhi-Ash to endorse TTK Prestige products

Company is set to bring back its iconic advertising line of the 1980s - Jab biwi se kare pyaar, Prestige se kaise kare inkaar - in a new campaign

In a significant development, Bangalore-based TTK Prestige has appointed Abhishek Bachchan and Aishwarya Rai Bachchan as brand ambassadors of its kitchen appliances. The deal size could be ascertained immediately, but the couple, considered one of the most high-profile young pairs in Bollywood, will endorse the Prestige brand of cookware and products for three years.

Chandru Kalro, chief operating officer, TTK Prestige, said that his company was looking to extend its association with the star couple beyond the stipulated three years. "We see it as a long-term association," Kalro said.

The endorsement comes at a time when TTK Prestige is set to bring back its iconic advertising line of the 1980s - Jab biwi se kare pyaar, Prestige se kaise kare inkaar - in a new campaign which will kick-off this week on television.

The Bachchan couple will star in this advertising campaign, which will run for the next few months. They will also be involved in the below-the-line activities for the brand as part of their endorsement deal.

"We wanted to distance ourselves from competition with endorsers who simply are the best in class and are easily recognisable across the country," says Kalro. "We were also looking for a modern couple, who are non-controversial. Abhishek and Aishwarya fulfill these criteria. The star power that they bring to the table will have a positive rub-off on the brand," he says.

Prestige is the leader in the Rs 4,000-crore branded kitchen appliances market in India. Competitors include Bajaj, Philips, Hawkins and Havell's among others.