MUMBAI: Milind Soman, often referred to as the Indian Iron Man, is our own “Old Spice”. Even though he is 53, he can give any 20 year old a run for his money when it comes to doing crunches or running.
Though Milind has an engineering diploma, he did not see himself making money out of it and turned to modelling in 1988. He was launched on television screens with a big bash in Alisha Chinai's music video, Made in India, in 1995 and later took the lead role in the Indian science fiction TV series Captain Vyom.
The model turned actor saw brands luring to sign him when he was at his career pinnacle back in the early 90s. Even at the peak of his career, he was always conscious about the brands he associated himself with. EXCEPT for the time when he did a print ad in 1995 for Tuff shoes!
One of the most controversial ads of the time was when the then hot pair Milind Soman (http://www.indiantelevision.com/mam/marketing/mam/the-comeback-of-iconic-brands-180502) and Madhu Sapre, were part of a campaign for a little-known brand called Tuff shoes. The ad showcased them wearing nothing more than a pair of shoes each with a python wrapped around their bodies. The ad later had to be withdrawn and both Soman and Sapre were booked for promoting indecency.
Post the fiasco, he learnt his lesson the hard way and decided never to endorse anything that may lead to his name getting dragged into controversy again.
India’s ultra-endurance athlete and fitness evangelist believes in practising what he preaches and speaking to Indiantelevision.com, he said, “Even when I was a model 30 years ago, brands came up to me but there were several brands that I couldn’t associate with. Not that I didn't eat those chips or didn't have those drinks, but it wasn’t something that I wanted to promote and encourage people to consume.”
In the span of over two decades that he has been in the industry, he could only manage to promote a handful of brands including Vespa scooter, Excalibur, Phillips, Just For Men, Jeep Compass, Old Spice, Godrej shaving cream and most recently Mobiefit, Duroflex (http://www.indiantelevision.com/mam/marketing/mam/duroflex-launches-sleep-marathon-with-milind-soman-180122), Q Experiences and ICICI Prudential. While people have always known him for his Made in India song, brands have always stayed away from associating with him. Maybe they got cold feet after the Tuff shoes controversy or he just doesn’t come across as a brand ambassador material on a large scale.
But why don't we see him doing ads anymore? Despite being interested in associating with brands, he stated his position clearly as: “I am keen on endorsing brands as there is a lot of money in it but there are a lot of products that I won't advertise. There are a lot of actors who endorse alcohol and pan masala but I will never do that. The categories and things I associate with is really small and niche.”
But Soman is more than just a pretty face. He began his entrepreneurial journey back in 2014 when he invested in health food startup ONTHERUN. He is also the brand ambassador for the company that sells 100 per cent natural energy bars.
A few years later, being a fitness enthusiast, The Pinkathon (http://www.indiantelevision.com/mam/marketing/mam/colors-partners-bajaj-for-united-sisters-pinkathon-promoted-by-maximus-mice-170720) ambassador launched his own activewear brand for women Deivee in 2017, along with co-founder Darshan M and Telugu film star Allu Sirish. The company plans to invest Rs 40 crore in the next two years.
The two startups that are close to his heart haven't been active on the marketing front at all. This is due to high investment that goes behind creating brand awareness on television, digital and out of home. They say digital is the best way to advertise as it requires minimum investment yet gives great ROI. But Soman's half a million followers on Facebook and Instagram haven’t been able to translate into sales. He said, “Even with the following I have, I can't endorse my brands on social media as Facebook won't let me do it unless I pay them. Virality is important in today’s time to gain traction but achieving virality isn’t easy.”
If there is anyone in India right now who could easily be the face of health, fitness, and ageing gracefully, it has to be Soman. Off late, the supermodel, actor, producer and fitness enthusiast seems to be doing things right. Maybe the industry has finally begun to see the brand value in him. Late but not too late.
