Models are passé, film stars rule ad world

Rahul Kapoor - Televisionpoint.com

Whether or not they can make a film click is a different issue, but Hindi film stars now have found a serious business in... well, business. Brand endorsement by Hindi film stars has not only grown phenomenally but is breaking new ground. The two most interesting phenomenon that have occurred lately in the world of advertising involves the iconic Shah Rukh Khan. First, he endorsed Hindustan Lever's Lux, which for years was the domain of reigning Bollywood divas be it Hema Malini or Aishwarya Rai.

The other very interesting phenomenon is Shah Rukh Khan appearing in the advertisement for Kolkata-based Emami's Sona Chandi Chaywanprash. Interestingly, the brand already has as its endorser, Amitabh Bachchan. But then, Amitabh is also the brand endorser for Dabur, whose flagship product is Chyawanprash.

Popular film actor Madhavan, who used to endorse the brand Pepsi, and will soon host a Deal Ya No Deal game show on Sony, says, "Endorsing products or hosting shows etc is good for actors, as it helps them in stay in public eyes." He adds, "Stars are getting more corporate savvy and are securing their future this way."

No wonder then that Aamir Khan and Shah Rukh Khan have become 'inhouse' members of Coke and Pepsi respectively. It would not be wrong to say that viewers wait for a new Aamir Khan-starrer Coke ad, the way they do for his films. With his newfound success, Saif Ali Khan also has his hands full with Lays, Asian paints etc. Aamir is also endorsing Titan watches and Innova cars.

Media commentator Anuradha Raman said, "The number of advertisements Amitabh Bachchan does for corporate's is phenomenal. Of course, he punctuates it with a social advertising." However, MS Raman thinks that it is not so much about a 'spurt' in stars endorsing products, as it is about a 'coterie of handful stars', cornering the plum corporate's.