Bollywood Celebrity Endorsements

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Bollywood the vibrant movie industry that conjures up notions of colour, dancing and that magic that comes from when the hero falls for the heroine.But increasingly it seems that Bollywood is as much known for its brand endorsements than it’s movie making, with actors and actresses cashing in on the trend.

The industry has changed from it’s humble beginnings of Raja Harishchandra, a 1913 black and white silent film that spawned what is now an industry worth billions. The earnings of Marathi actor Dattatreya Kshirsagar’s  for sure are nothing the likes of today’s top heroes.One such example being Shah-Rukh Khan who has amassed a fortune of over $600 Million, most of which coming from his various endorsements of brands ranging from Tag-Heuer, Videocon and his IPL team the Kolkata KnightRiders(KKR).

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It’s hard to switch on your TV and miss some celebrity trying to persuade the consumer to purchase a product.In fact it has been reported that within the last 3 years, celebrity endorsements for brands has peaked, with firms such as Hindustan Unilever, Proctor & Gamble as well as a number of famous mobile telephone providers using fan favourites such as Deepika Padukone, Ranbir Kapoor(“The Pepsi Intern”) and the aforementioned Shahrukh Khan to peddle every product under the sun.Even if it means Karishma Kapoor pushing a shopping cart and telling the Indian public that she uses ‘Toliet Duck” for her household cleaning needs, there seems to be no limit to what a celebrity will endorse.

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This phenomenon is not restricted to just actors in the film trade but stars of the small screen have been no less prevalent in their endorsements. Ram Kapoor of Bare Ache Lagte Hai was recently seen in a Godrej campaign, while popular actor Barun Sobti of Iss Pyaar Ko Kya Naam Doon fame has appeared in a number of advertisements for Dulux,Hero Honda and Ford Figo as well as briefly appearing in the UK for a personal injury firm of solicitors.

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Some big stars such as Kareena Kapoor brand ambassador for Boroplus, Head and Shoulders and a plethora of other brands, can charge anything up to £100,000(1cr INR) per day.

And it’s not just brands, fashion designers such as Manish Malhotra, Neeta Lulla and Sabyasachi Mukherjee clamber to grab the latest star to model their couture.Especially prevent in the age of social media, when a photo can be seen by thousands within mere moments of posting on twitter or instagram,every award show,celebrity party or basically whenever there is a chance photo can be taken of said celebrity, is a chance for brand exposure.  My mind drifts back to how quickly photos of the Manish Malhotra Autumn/Winter show were leaked and every fan of Sidharth Malhotra, had it trending within minutes.

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