The legendary Khali is well-known for his career as a WWE professional wrestler. He has recently expanded on this position by serving as an ambassador for various brands. This includes brands like Cadbury Fuse, Licious, KFC, Swiggy Instamart, and more. But what makes Khali such an important brand ambassador for these multiple categories?
Dalip Singh Rana, often known as Khali, is around 7.08 feet tall and weighs about 157 kilos. Khali is quite unique as a brand ambassador, according to Priti Nair, director of Curry Nation, because he combines a rough appearance with an inner sense of humour.
Today’s companies don’t always have the chance to build themselves, she continues, so it makes sense to capitalise on an advocate who is likeable, well-known, and has a great personality. He stands out as a brand advocate and has excellent brand recall. She explains that every advertisement he has appeared in has an underlying element of humour that corresponds to his personality.
Nair notes that he has a wide range of endorsements, from food delivery firms to smartphone brands. If numerous brands used him as an endorser, he would become a blind spot, but the various brands that have done so have utilised his skills in varied ways.
One element that makes anybody who views his advertisement instantly identify with him is the fact that he is larger than life. He establishes a point of reference for the commercials, and it aids in cutting through.
As a brand ambassador, Nair notes that he is particularly distinctive because he possesses both a stern appearance and a playful inner nature. He has always been a very likeable celebrity, even before he appeared in the Ambuja commercial. Ambuja’s ad campaign, which capitalised on his greatest assets and portrayed him as a pleasant brand ambassador, hit the mark, she explains.
He is a charming brand ambassador. According to her, he attracts young people not because of his imposing stature and power, but rather because of his pleasant demeanour. Khali might be a useful endorser for any genre; ultimately, it all depends on the creative director’s skills.
His value as a brand ambassador is enormous since, at his core, he is an endorser who connects with various facets of society. He appeals to a younger TG who enjoys amusing communication. He appeals to everyone, but he particularly targets the TG, who are between the ages of 18 and 25.
Khali is widely utilised by brands as a hilarious part of a narrative, according to Anchit Chauhan, director of brand strategy at Densu Webchutney. Perhaps his speech pattern serves as a constraint. Even if his stuff is lip-synced, it isn’t always in sync when you look at it. There is a humorous component to it.
His height and physique have made him popular. Anchit adds that he is well-known for two things: first, his physical appearance and physique; and second, the sense of humour he offers to brand endorsements.
According to brand consultant Abhimanyu Mishra from Brandfizz, there are two factors which come along with Khali and are pretty hard to find these days; likeability and toughness. Once Khali is associated with a brand, you know for a fact that the ad and the product are going to have a good recall. Credit must be given to the ad makers too for not going overboard on Khali’s muscle power but making sure that the emotional content is very well addressed with subtle humour.
