Bollywood's brand playing

Brand endorsements are now a significant factor in establishing a star’s appeal and power in Tinseltown as well outside it. And as it stands today, the Khans are still ruling the roost as popular brand endorsers, but the youngsters are not too far behind.

Actors Shah Rukh Khan and Aamir Khan are undeniably the most sought-after stars today from Bollywood. Says Rajnish Sahay, CEO of a talent management company, “Shah Rukh definitely endorses more brands and charges anywhere between Rs 5 to 7 crore for his endorsements, while Aamir is selective and quotes Rs 15 crore-plus for anything that he endorses. Amongst the younger lot, Ranbir Kapoor looks promising. Imran Khan is following in his uncle’s (Aamir) footsteps and is selective about the brands he signs up for.”

When it comes to the heroines, Kareena Kapoor leads the roost as the highest paid. Close on her heels is Priyanka Chopra. “Both have great market value, and that is what is important.” Ad guru Prahlad Kakkar feels that longevity is as important as  market value of a celebrity when they are chosen to endorse a brand. “There has to be some consistency when an actor is chosen to represent a brand. He/she has to have a stature and an image that connects with the people,” explains Kakkar, who cites Priyanka and Katrina Kaif as actors that connect in a big way with the younger crowd.

Film-maker Kunal Shivdasani thinks actor Abhishek Bachchan is one of the most successful endorser to emerge this year.

“Abhishek’s campaign for a cellular network was a huge hit. Ranbir is fast emerging as the most sought-after, while Priyanka is a hot favourite.”

Actor Genelia D’Souza has turned out to be the dark horse, when it comes to endorsing a number of products. Says trade analyst Komal Nahta, “Aishwarya Rai Bachchan features in the top bracket of brand endorsers. She has global appeal. While Genelia D’Souza endorses a lot of products, I feel she does not fall in the same bracket as Priyanka, Katrina or Deepika.”