Replacement of actors in advertisement and films is but a process in the world of glitz and glamour. In reference to the same this time the one star who is riding high on the Bollywood domain, Sonakshi Sinha, made the headlines for having replaced Katrina Kaif as the brand ambassador for a soap endorsement.
Katrina made news when she replaced Aishwarya Rai as the brand ambassador for Nakshatra Diamonds.
For Bollywood stars it is not just about competition of the films they are signing but also about the endorsements that are coming their way.
Amitabh Bachchan has endorsed everything from a premium suit brand, India's largest selling auto brand, cement, cold cream and chocolates to hair oil.
Shah Rukh Khan, on the other hand is not lagging behind.
From fairness creams to toothpastes and prickly heat powders Shah Rukh has endorsed them all.
Stars are now looking at opportunities where they can sign deals with their spouses as well. Right from Bachchan, Shah Rukh Khan, Ajay Devgn and
Akshay Kumar all have endorsement deals with their wives.
“It’s a brilliant idea to have couples endorsing products,” says trade analyst Taran Adarsh. “Today everything is dictated by market popularity or the bigger hits or the amount of fan mail that the stars get. People want a constant change and when they have stars invading their bedrooms they are all the more happy.”
Kareena Kapoor who endorses various products like Globus, Anne French, Emami, ICI Paints, Vivel of ITC soaps, Head & Shoulders, Boro plus cream, Citizen watch, Perfume or the size zero net book retorts, “I always make sure I endorse the products that I use. I refrain from endorsing tobacco products, alcohol and non-vegetarian food. You will never see me in Mc Donalds or KFC ads, as I am a hardcore vegetarian. All these products are complete no-no for me.”
The actress made sure that she uses the net book that she endorses in her films too. “I believe in the brands I endorse,” she adds.
Percept Talent Management, a leading talent management conglomerate, which exclusively handles Priyanka Chopra says that they have selected right brands for her where she was not overexposed at the same time giving her the right edge.
Manish Porwal, CEO, Percept Talent Management says, “We are undoubtedly excited that we have been able to partner Priyanka to reach this slot.
The results have been visible. What we need to keep in mind is that her career is not static. We have carefully chosen all her associations and they are fairly visible not overexposed.
"Today she is the number one name as far as endorsements are concerned. We have kept a fine balance because female artists have a very low shelf life. Hence, she has to make most while the sun shines. Not having too less or too much more. We try and use her appropriately for the right brands and she gives her clients much more than their demands.”
The most popular actors engaged in product endorsements include Amitabh Bachchan, Abhishek Bachchan, Aishwarya Rai Bachchan, Ranbir Kapoor, Katrina Kaif, Priyanka Chopra, Neil Nitin Mukesh, Genelia D’Souza, John Abraham and Vidya Balan.
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