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    Sep 2011


    Default Celeb cat fights on ad space

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    Bollywood actresses endorsing products is not a new phenomenon. What's brewing hot is how top B-Town actresses are bagging one endorsement after the other owing to the box office record of thee movies. Analyse this.

    Kareena Kapoor Khan and Katrina Kaif are riding high on the endorsement race with 12 brand endorsements each. While Jab Tak Hai Jaan, Chikni Chameli act and Ek Tha Tiger seemed to have helped Katrina earn more brownie points in 2013, her upcoming B-Town acts are also said to have raised the bar. Ditto for Kareena, who has had rather a flamboyant 2012 which made her stay in the news and also in the ad space. While Deepika Padukone, Anushka Sharma, Sonakshi Sinha and Priyanka Chopra also seem to be following suit in endorsement game.

    What makes the cat fight more exciting is the competition, according to ad industry sources. Bunty Sajdeh, CEO of a sports and entertainment management firm, says, "Competition and visibility are key factors which have made the difference. A celeb doing well in her own field gets the brownie points because her presence becomes relevant for the brand." But the million rupee question is amid the rat race to fill up the ad space, all actresses seem to be ending up endorsing similar product categories. So if one actress endorses a two wheeler, another follows suit and there are many takers for endorsing beauty products. So where lies the USP for the actresses?
    Prathap Suthan, chief creative officer of an ad agency, says, "If a celeb selects a brand in a couple of years to endorse, that careful selection allows him and her to actually give authentic meaning to their endorsement. It also protects the celeb's exclusivity. Celebs can't be endorsing varying products. There has to be some standard to the life they lead."

    Brand consultant Anand Halve offers his perspective, saying, "In some cases, an actress is the best one to show results of a category, e.g. beauty products. In some cases they are representatives of opulence and glamour. In other cases, one brand uses an actress and others feel they should not be left behind."

    At the same time, brands trying to cash in on the relevance of a particular celeb also seems to be responsible for the trend. "Brands try to make themselves visible in a cluttered market. A celeb acts as a big incentive here. Brands do a lot of research on which celeb is relevant for the product," says Sajdeh.

    Celeb gloss, according to many in the industry, acts as a brand differentiator. "What you give to the brand will eventually add back to you as a celeb," says Suthan who adds, "On the other hand, advertising is also entertainment. And what better than having India's best looking ladies slug it out in the advertising arena. A brand brawl triggered by women will make for great watching!"



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