It's an Ad Mad world...

Saturday, 25 January 2014 - 12:59pm IST | Agency: DNA
...But Arjun Kapoor who debuted in 2012, still has to sign up with any brand. Read on to find out why...

While actors who have made their debut before Arjun Kapoor are already successfully selling us face creams and colas, this Yashraj discovery has not been seen in any ads. Lack of choice or lack of offers? After Hrs finds out...

The image trap
Arjun has played a rogue Romeo in Ishaqzaade and a bad boy (he gets violent with his girlfriend) in Aurangzeb. He isn’t really synonymous with the image that makes brand managers woo celebrities. Moreover, even in his next (Gunday) the actor is playing a grey character. The market looks for actors who have played characters that attest reliability and inspire trust. Endorsements are slave to an image. Market movers are yet to see him as someone who can influence the buyers into shelling out for a car or a coffee. Given his current image, he might be more suited to rugged ads like baniyan and bikes and those don’t offer mega bucks. A YRF source says, “He has been offered brands. but not the brands he wants. So he hasn’t taken them on.”

Moolah matters
Neither of his films have been huge big commercial successes nor have they received huge critical acclaim. Although his work has been appreciated, he still needs that big money spinner at the BO. Arjun is honest enough to admit that, “You need to give commercially successful films, only then you get to do the brands that you like. I don’t want to endorse stuff that is coming my way at the moment.”

Sex sells
The characters that he has played don’t make the female fans ooh and aah. At this point, it would be fair to say he has more male fans. Unlike a Sidharth Malhotra, Sushant Singh Rajput and even a Varun Dhawan, he hasn’t bared his six packs and emerged from a pool with dripping body.
When the female fans come, so will the brands. Arjun shrugs, “I am very finicky, picky and choosy, I would rather wait than do something just to be in circulation. I will wait when I am worth it, the good brands will come.” Now that’s confidence!

Ranveer on the ‘brand’ wagon
All actors depend on endorsements to make a quick buck. It takes under a week to shoot and money is as good as it is in films, that takes a year in the making. Celebrities are quite competitive and aggressive about bagging big brands. Ranveer Singh, who made his debut with Band Bajaa Baraat (2010) and has had some big successes, has still not signed up for a brand.  Talk about being selective.  Maybe now after the film, his Gunday, co-star Arjun and he might do an ad together! 

It’s easier for women
Arjun’s Two States co-star Alia Bhatt was grabbed by the beauty brands after her first film Student Of The Year. She played a fashionista in her first film and the image was just perfect. Parineeti Chopra has played strong, independent characters with a mind of her own and a voice. That has worked for her. She is raking it in when it comes to endorsements. Ditto for Anushka Sharma.

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