TOI: Soapy trek to superstardom-RaYa

They turn heads on the red carpet, indulge in ribbon cutting spree, are faces launching big brands, as they soak in a cult status among their starry eyed followers. Soapbox's new superstars are on a roll.

Besides, capturing the collective imagination of millions of remote control junkies, these telly hearthrobs enjoy an enviable popularity quotient. Ronit Roy, Ram Kapoor, Sakshi Tanwar, Barun Sobti, Sanaya Irani, Drashti Dhami, Gurmeet Chaudhary, Vivian D'sena, Harshad Chopra, Pratyusha Banerjee, Giaa Manek, Kushal Tandon, Karan Tacker, Mohit Sehgal, Karan Singh Grover, Karan Kundra, Rati Pandey, Shilpa Anand and Kritika Kamra — are faces who fans love to drool over and their presence in shows are a sureshot guarantee of impressive TRPs. TV stars seem to have replaced models in endorsement stakes, as they strike an instant chord with the target audience, giving the brand a favourable push in a highly competitive market.
What makes these TV stars suddenly so popular? Says Giaa, "The producers, the channel and audience made me popular (as Gopi in Saath Nibhana Saathiya). I lived the character and viewers could connect with her. Even now the audiences are supporting the real Gia in Jhalak Dikhhla Jaa 5."
So what are the perks of popularity? Confesses hottie Barun, "It is wonderful to know that people watch your show, recognize you and do everything possible to make you feel special. Many fans have sent gifts and flowers on my birthday, fan pages on Facebook and Twitter are flooded with reactions to some episodes/scenes. It feels too magical to be true." But then does this kind of adulation have a flip side to it too? Giaa agrees, "Viewers and producers start expecting certain level of performances and that makes you nervous. In real life, I can't move as freely as I used to earlier at public places, as people recognize me today."
Of course, the showmakers can take credit for creating this kind of fan frenzy. Says producer Sudhir Sharma, "Often, audiences react to the character the actor is playing. That doesn't mean I'm taking away the credit from the actor. Also, TRPs are not always indicative of an actor's popularity. Sometimes even online hits of shows, audience emails, phone-calls, make us understand the strengths of our stars."
Adman Prahlad Kakar says, "Audiences can relate with TV actors whose shows are doing well. As to whether they are good faces for the brand or not, also depends on their looks. Plus, when a TV star endorses a product, it is cost-effective for advertisers."
From brand endorsements to ribbon-cutting appearances, TV's heartstealers are making the most of their new found out of the box success and as they laugh all the way to the bank, basking in the adulation of their fans, along the way.
POPULARITY QUOTIENT
Ram Kapoor and Sakshi Tanwar's intense love scene in Bade Achche Laggte Hain, got 20,34,413 hits online. When Giaa Manek was replaced by Devoleena Bhattacharjee in Saath Nibhana Saathiya, angry viewers sent emails and letters to media, production house and the channel to get her back on the show. When Barun Sobti took a two month break from Iss Pyaar Ko Kya Naam Doon? to shoot for his film Main Aur Mr Right, the channel had to send out information to his fans that he would return shortly. Barun and Sanaya Irani's cosy love scene got 1,29,680 hits online. Gurmeet Chaudhary's shirtless scene (where he's performing a yagna) in Punar Vivah got 75,157 views. Some episodes of Ronit Roy's crime thriller Adaalat has online views of over 5 lakh. ..