Amitabh Bachchan and the power of Celeb Marketing

While Internet in India has been booming it has been focussed too much on the big portals where the mainstream crowd is and others have stru...

While Internet in India has been booming it has been focussed too much on the big portals where the mainstream crowd is and others have struggled. In April this year reliance owned Bigadda pulled a marketing coup of sorts by getting Amitabh Bachchan to blog on Bigadda in order to give a boost to a sagging website.Amitabh Bachchan has been blogging at bigb.bigadda.com since April this year and following is a summary of his blog stats which he recently revealed:

  • Total Page Views since April: 11.5 million
  • Total Number of Unique Visitors since April: 1 million
  • Total Number of Unique + Regular visitors since April: 2.5 mn

Well these numbers though impressive for a blog doesn't reflect the bitter truth. This graph about the daily unique visitors of Bigadda will tell you that site visitors have not really changed very much during the period from April and Amitabh's Blogging might have provided a little spark which has now gone away. This is also because much of thhe mainstream internet population of India doesn't prefer reading blogs consistently and the actual problem of BigAdda is the product positioning itself which was way too narrow to give it a chance to succeed specially when the social networking leader Orkut itself is showing signs of peaking. Well on the hole this definately shows that marketing using celebs can create interest in the product but cannot sustain it over a longer period.Update:Pluggdin points out using Comscore data that Amitabh bacchan's blog is nearly 25% of all Bigadda traffic
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