Filmmaker Sanjay Leela Bhansali may have kickstarted a fresh round of the age-old debate questioning an actresses’ viability post-marriage, when he reportedly changed his mind about casting soon-to-be-wed actor Kareena Kapoor as the lead for an upcoming film. However, there seem to be few takers for the filmmaker’s line of thought in case of Kareena, as the actress’ kitty continues to jingle with plum offers. And it seems to be no different when it comes to her endorsements either. Kareena, who’s one of the topmost stars when it comes to ruling the brand roost with as many as 20 brands in her kitty, herself seems unperturbed about talks of marriage affecting her brand-standing. And according to trade analysts and marketing gurus, the ‘heroine’ has very good reasons for it too.
Brand expert Harish Bijoor insists that in Kareena’s case, marriage is unlikely to have a negative effect on her brand value. “Kareena is a strong name in her own right. So marriage will not down the aura or dull her ability to shine. Kareena is infact most likely to continue to command the range and the market as she does at present. A large reason for this is the fact that her brand value has been established more on her professional output than her personal goings-on and her campaigns reflect that,” says the brand expert. “To the audience she is a recognisable face with a strong body of work, that makes her both appealing and relatable. So married or not, it is not bound to affect her market viability in the brand segment at all,” adds Bijoor.
Trade analyst Komal Nahta seconds it. “Kareena has always tried to keep her personal life separate from her professional one, and that is working in her favour. She will continue to be a strong contender as her popularity has never been dependent on any other factor than her work,” says Nahta.
A marketing expert shares that when it comes to Bollywood stars, marriage and endorsements are two separate entities completely. “Marriage may affect an actor’s chances at the BO in case of women, but the endorsements is in direct proportion to her popularity and relatability. So, in Kareena’s case, her brand value will not take a dip even post marriage. She has proven to be a reliable name and has been away from controversies, which is looked upon as a plus in the marketing world in the long run. So Kareena scores brownie points there,” sums up the trade insider.