Anushka Sharma says no to endorsing household products, doesn't want to be slotted as old!

Friday, 6 December 2013 - 7:51am IST | Place: Mumbai | Agency: dna

Anushka doesn't want to be slotted as an older woman but as single, hot and happening!

Anushka Sharma may be just a few films old in the industry but she is the advertiser’s preferred choice. In five years that she has been here, she hasn’t delivered any superhits but she has managed to grab many big brands. She fills the gap between Kareena Kapoor and Katrina Kaif.

She is one of the top young female celebrity endorsers, and has really positioned herself well,
The Rab Ne Bana Di Jodi girl is choosy about the brands that she endorses. One thing she is very clear about is that she won’t endorse household products, home accessories and kitchen products. Because it automatically ‘ages’ you. Says an insider, “The mixers and the water-coolers and the ovens belong to the mommy brigade — Juhi Chawla, Sridevi, Madhuri Dixit, Karisma Kapoor, Sonali Bendre, Shilpa Shetty and Aishwarya Rai Bachchan. She was offered some of these but she turned them down.” Anushka doesn’t want to be slotted as an older woman but as single, hot and happening!

Brand manager Ashish Patil, who handles Anushka’s account says, “She is very selective about her films, brands and, in fact, all associations. It is very evident in the fact that even after completing five years in the industry this December, she’s only seven films old, which helps keep her screen age also very young. Unlike a lot of her contemporaries who often have as many as five releases within one year itself. She’s been pitched/offered all the big ‘project’ films but locks on only to films/ directors that she’s excited about. This same philosophy spills over into all her other work, including brands/ endorsements. While commercials are important, it’s never just about the money.”

So Anushka is following the ‘less is more’ strategy consciously even on the brands front. “This is one of the key reasons why she is able to command a premium in terms of price compared to any of her contemporaries. She’s among the highest paid actresses in the endorsement space. This is justifiable as brands see the value of the exclusivity that she has. And YRF as an agency is also able to add a lot of value in all her associations. Be it bringing in in-film placements like we did for Canon with Jab Tak Hai Jaan, or working out other social media amplifiers (like the photoblog) or limited edition signature lines for a partner like TVS Scooty.”

Anushka endorses…
Cameras — Canon
Telecom — Reliance
Skincare — Nivea
Shampoos, conditioners — Clear
Cosmetics — Elle 18
Coffee — Bru
Automobile — TVS Scooty

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