And now, there's Shahid Kapoor in a campaign by A-list director Dibakar Banerjee, better known for Shanghai and Byomkesh Baskhi, but also a former ad filmmaker. To ensure the J series gets adequate traction, the brand's creative agency Cheil has revived a long dead strategy of using a celebrity - Aamir Khan fronted the brand through the 'Next is What' campaign all the way up till 2010. Tough times often need creative answers, said a wise man.
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