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| Plum endorsement deals are often bagged by Bollywood stars. But things are in for a change. Small screen stars too are making it big in the endorsement circuit. Be it Simone Heena Singh (Lakme), Sakshi "Parvati" Tanwar (Nerolac), Rajeev Khandelwal (Nescafe), Pooja Ghai-Rawal (Fair & Lovely) or Mandira "Shanti" Bedi (Kurkure), TV stars are fast climbing the brand ladder. Even experts maintain it's sensible to cast them as they charge less and appeal to the masses. Ad whiz Alyque Padamsee, believes that TV actors have a bigger audience than movie stars. "Plus, they reach across all age groups and companies have begun to realise their importance now," adds Padamsee. Believability is also important. Bedi, who endorses Kurkure and Parachute, holds that small screen stars have a great deal of approachability. She further says, "The audience connects with telly icons more easily than movie stars. Remember, Bollywood actors will always have a larger-than-life image." Simone, who's the face of Garnier hair colour, Pantene and Lakme seconds Bedi's opinion. "We are endorsing the brand and the masses who see us on TV everyday can relate to it," she said recently. Money too plays a major role. While movie stars charge crores for an ad, TV actors command just a few lakhs. For example, while Abhishek Bachchan's price is Rs 3 crore for an ad, a telly actor demands just Rs 20 lakhs and above. Affirms Ashutosh Khanna, COO, Grey Worldwide, "But their popularity is no less than a filmstar." The TRPs surely stand testimony to that. |
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