Brand archetypes help in personifying brands by giving them characteristic traits. Just like a fan who falls in love with a character, consumers of a brand fall in love with its products. Brand archetypes outline a brands personality and allows a consumer to connect with it. So what's better than displaying these personalities through the versatile characters played by the living legend Bachchan himself?
Running away from policemen of 11 nations, Don is an explorer. He fears being entrapped in the regular everyday life and so he becomes an escapist.
The lawful policeman fighting against corruption whose strong will to improve the world is the life force of the hero, attracting lot of enemies on the journey but bravely pursuing his goal.
Arjun is the Jester who tickles the funny bone like no other. He simply wants to enjoy living in the moment as he never wants to get bored. Cracking jokes are his strength while being too casual is his weakness.
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Subhash Nagre is the vengeful ruler hungry for power. The ruler fiercely protects his legacy and the only fear he faces is one of being overthrown from authority.
The chef uses his skill of innovation to become a creator. He understands his art well and to him it is a way of living his life. However he might fall in the perfectionist’s trap as he always wants to create something worthwhile.
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The Coolie is a hero but the hero of the masses. He voices his concern for equality, supporting the labour movements, but this is the everyman’s strategy to blend in, fearing to stand out from the crowd.
Shahenshah is an outright outlaw raising his iron arm in an almost superhero like avatar to venge his father’s murder, becoming a societal criminal in the process. Revenge is what fuels the outlaw.
The wrathful and deceptive gangster, Vijay Dinanath Chauhan is the magician with many tricks up his sleeve. He knows the laws of the universe but can also manipulate it to his advantage.
Through the better part of the film, Shekhar sacrifices his life in fending for his orphaned brothers, leading the life of the Caregiver. He has the gift of compassion which makes him want to protect his family.
Paa is innocent and content in his ignorance, taking us back to our childhood. In his naivety, he does not realise that time is running out and his body is wearing off faster than his mind.
The inherent wisdom of a teacher makes Debraj the sage on a quest to discover ways of understanding the world. The sage detests ignorance and makes his blind student feel at par with the world.
The Lover fears being alone and wants to experience intimacy. The passionate poet Amit is also the lover. The purpose of his life is to be loved and so he strives to be more attractive.
We complete an entire 360° of the circle of 12 archetypes with Amitabh Bachchan’s versatile prowess, right from The Hero who saves the day to the revengeful Outlaw who rebels against the order of the day. Breathing life to every character and every archetype with a masterstroke of brilliance, Amitabh Bachchan will go on to live through the different stories his characters have to tell.