New stars rake in big money

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Monika

@monzyxo

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Posted: 17 years ago

New stars rake in big money

Aminah Sheikh / Mumbai December 30, 2007

Deepika Padukone has struck gold with the success of her debut film, Om Shanti Om. She has begun to command Rs 1.5 crore for endorsements, three times more than before, and Rs 1 crore for a film, twice what she earned for the first and on a par with established stars.

Of course the big names – Shah Rukh Khan, Akshay Kumar, Salman Khan, Hrithik Roshan, Amir Khan, Priyanka Chopra, etc – have emerged strong this year and will continue to rake in the moolah.

However, badminton legend Prakash Padukone's daughter, with two big films slated for release, leads the pack of emerging stars who may well come into their own in 2008. She already endorses Parachute, Kingfisher, Levi's, Close-up, Limca and Maybelline.

"Deepika, even before the film, was a high-profile model and therefore while other models earn Rs 40 to 75 lakh, she commands almost Rs 1.5 crore," said an industry player who did not want to be named. That is less than the Rs 2-3 crore that Aishwarya Rai commands, but quite impressive for a newcomer.

Padukone has company in friend Ranbir Kapoor, who made his debut with Saawariya, his leading lady Sonam Kapoor, singer Mukesh's grandson Neil, who played a murderer in Johnny Gaddar, and Shiny Ahuja, who acted in the successful Life In a Metro and the not-as-successful Khoya Khoya Chand.

Industry experts say Ranbir, who will be seen in a Yash Raj film next year, is being wooed by a telecom company, an apparel brand and a soft drinks maker, from which he is asking for Rs 1.25 crore to Rs 1.5 crore as endorsement fee. A pizza company and a hair care company are said to be courting Sonam Kapoor.

"While Ranbir is already saleable, one will see a different Sonam in Dilli 6, in which she plays a complete extrovert. That will help her attract morebrands," said an executive from an agency that handles celebrity accounts.

Mukesh is already said to have raised his rate from Rs 30 lakh to Rs 50 lakh for a film. Not-so-new Kareena Kapoor has made a resounding comeback with the success of Jab We Met. Her fee is said to have gone up by 50 per cent to Rs 1.5 crore.

Then there is Harman Baweja, who hasn't yet had a release, but is expected to become big when his film Love Story 2010, opposite Priyanka Chopra, hits the theatres. Paid Rs 30 lakh for it, he is already asking for Rs 60 lakh to Rs 1 crore for new films.

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ajooni

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Posted: 17 years ago

Brand endorsement fees touches new 'heights'
27 Dec 2007 - 51 Views - admin - Televisionpoint.com

In a world where celebrities add sparkle to brands, professional highs often shape the endorsement fees of flashbulb celebs in a big way.

Typically in India, where celebrities are worshipped as demigods, new pin-up icons in cricket and Bollywood have been wooed by advertisers to ensure total recall of the brand. A reality TV show win for example, doubled Star Shilpa Shetty's brand equity from about 100,000 to 200,000 in 10 days, early this year.

Basking in the aftermath of T20 World Cup success, the new order in endorsement market includes, the young Turks of the willow, Yuvraj Singh and Dhoni (MSD) commanding over Rs 2 crore each. Celeb managers claim that Yuvi and Dhoni are the best selling names worth followed by Rohit Sharma and Uthappa, who charge Rs 30-40 lakh per endorsement. MSD is the advertiser's new poster boy with almost 12-15 endorsements.

Advertising industry sources say that Anil Kumble's brand equity (between Rs 70 lakh-Rs 1 crore) has also shot up ever since he was made captain of Team India. If you went number crunching, you'd know that right now Yuvi, is giving MSD a run for his money when it comes to endorsements.

While Yuvraj makes Rs 10 crore by endorsing nine brands Dhoni bags Rs 8 crore by endorsing 12 brands, points out sources. Bollywood's new dream girl Deepika Padukone is said to command around Rs 1-1.5 crore after Om Shanti Om. Kareena Kapoor, often hailed as the endorsement queen, reportedly asks and gets around Rs 1-2 crore per endorsement.

Sometimes more than success, in order to bag plum endorsements, a smart celeb manager/company can do the trick. Narain Karthikeyan, VVS Laxman, Priyanka Chopra, Jeev Milkha Singh, Hrithik Roshan and Vidya Balan are celebrities who have not been able to cash in on their performances, while Soha Ali Khan, Kareena Kapoor, John Abraham and Sania Mirza have managed lucrative contracts thanks to smart brand handling even when their professional performances weren't too exciting.

Viraj Chauhan, a cola giant executive says, "An important thing to remember is that a Star is much bigger than a celebrity. His or her mass appeal cuts across geographies and socioeconomic sections."

Hence, the rush to sign the rising stars. Amitabh Bachchan, Shah Rukh Khan, Sachin Tendulkar and Rahul Dravid continue to be the enduring celeb brand endorsers.

Former ad man Santosh Desai says, "With newer stars being 'made' everyday, newer brand ambassadors are emerging. Dhoni for example, represents an idea. He is a small-towner with humble beginnings making it big. Believe it or not, but Rakhi Sawant is a brand ambassador too. Deepika Padukone looks promising too. She has this aura of a classical beauty. It might be early to say this, but she has all the makings of a brand ambassador."

Adman Piyush Pandey feels that, "Dhoni is successful and has this boy-next-door image, which endears him to audiences. So, advertisers seek him out."

Using such emerging brand ambassadors has its economic advantages too. Established brand ambassadors charge a bomb. In comparison, new ones come cheaper.

- Televisionpoint.com

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